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"When our Hosiery Department volume started to slip, we condensed its size, and put in a Candy Department, featuring boxes of hard candy for soldiers. This department is growing very nicely. We, then, condensed several other departments so as to enable us to locate, near the center of our first floor, a canteen for men in the armed forces. This department carries out the theme of the express company, 'Express Your Gratitude' , and has boxes made up of magazines, toilet equipment, games, etc., ivhich can be sent to the boys away from home."
KEEP FIT ANGLE
War necessarily creates a national strain. In one city, a specialized department for the sale of health belts and posture braces, with an expert fitter in charge, has produced a very substantial volume of business. Another store added a line of specially prepared foods known as Health Foods to help take up the slack in its business volume.
NEW DEPARTMENTS
Antiques: In one instance, space vacated by the larger electrical units was taken over by an antique dealer, leased on a percentage of sales basis. Another merchant added a line of old clocks, old English silverware and antique jewelry.
Blackout Essentials: Numerous stores report the addition of air-raid protection departments, carrying all kinds of merchandise which the average citizen will need to blackout his home.
Rentals: To offset to some extent the sales previously enjoyed in typewriters, one store now offers them on a rental basis. Another merchandiser has under consideration a record lending service.
Expansions: While many departments are now curtailed, a few departments have been enlarged. One such unit is the fabric and pattern department where merchandisers have already experienced an increase in piece goods business.
on-Can
How Four Merchants Put Radio Material With Splei
TODAY, the almost universal symbol of Christmas is Santa Claus. Because of priorities, dwindling supplies and other problems of wartime emergency, the bewhiskered old gentleman may not bring the nation's children all that they ask for, but Old Santa has always done his best, and this year is no exception.
Like roast turkey without cranberry sauce is a department store's Christmas promotion without Santa Claus, but presenting him in a novel and appealing way is a bugaboo for many an advertising manager. In recent years, radio has met and solved this problem in a variety of unique methods. Presented below are a number of successful radio programs which combine clever radio material with excellent store exploitation.
DUBUQUE, IOWA
What the J. F. Stampfer Department Store, Dubuque, la., wanted was a strong Christmas promotion program that not only sold toys but everything else in the store as well. It wanted audience participation, it wanted mail, and most of all it wanted to see merchandise disappear. It did. Santa Claus did it all! And working against time at that!
In November, a small shop adjacent to the half a block square building which houses the J. F. Stampfer Department Store was suddenly vacated. Just as suddenly, Stampfer's decided to take over this space as a Toy Annex. Moving the toy department to the annex added to the radio problem, and time was at a premium.
Stampfer's and KDTH decided to help Santa by contacting him at the
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RADIO SHOWMANSHIP