By Erik Pekar
There were several news items and advertisements of interest in the August 22, 1924 issue of the Granville Sentinel. To show a sense of how advertisements of 1924 were worded, and for the purpose of historic posterity, this week’s column will include ads of two businesses in Granville from that issue.
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The Boston Store’s upcoming opening date of September 5 was getting closer. They took a small ad seeking help: “Boston Store, opening at 27 West Main St., Granville, N.Y., desires the services of experienced Sales Ladies’ connected with Ready-To-Wear and Yard Goods. Write to Box 405, Glens Falls, N.Y. Give references and salary expected.”
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The Boston Store also paid for a full page advertisement, laying out clear to prospective customers the policies they planned to have in their Granville store.
At the top of the advertisement, besides the mention of the store name and its address at the “Waller Block” at 27 West Main Street, were two boxes. One was a reminder for the opening: “Watch for Our Opening. Thousands of articles and nice things for all.” The other box was a reminder to shop there for school items: “It will pay you to delay your buying of children’s clothes for opening of school. See our prices first.”
The ad was addressed “To Our Prospective Customers”, and it announced “Our Policy In Doing Business”. The policy was as follows:
“To carry on a straight and square dealing enterprise, so satisfaction will rule above all.
“To refund money in any case of dissatisfaction or any cause whatsoever.
“To give you, the public, the highest quality merchandise for the lowest possible price.
“To carry the kind of articles you desire, to please you with our purchases, in return your purchases.
“In other words your satisfaction is First, Last and Always.”
listed some of the goods they were to sell.
Ladies: “furs, shoes, suits, gloves, blouses, corsets, hosiery, skirts, sweaters, dresses, coats, bathrobes, kimonos, house dresses, bandeaux, brassiers, handkerchiefs, and the finest variety of toilet articles.”
For Men: “Suits, sweaters, hats, caps, shoes, gloves, collars, neckwear, garters, underwear, shirts, suit cases, traveling bags, overalls, work shirts, most everything a man needs.”
For girls and boys: “dresses, suits, coats, underwear, hosiery, infants’ rompers and everything to cover the needs of the infant”
For boys: “hats, shoes, suits, coats, pants, hosiery, blouses, sweaters, neckwear, underwear, and everything for the boys’ wear needs.”
There was a group of “domestics” for sale: “blankets, muslins, curtains, oil cloth, ginghams, cambrics, rugs, table cloths, percales, curtain materials, toweling, kitchen utensils, cretonnes, etc., etc.”
The ad included their slogan, “You can Always Do Better at the Boston Store”.
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Meanwhile, the Wilson Clothing Company was celebrating their tenth year in Granville, and also took out a full page advertisement in the Sentinel, with “Tenth Anniversary Sale” bannered at the top of the page. “Great News, Men!” the announcement began, “We’re going to celebrate our 10th Anniversary. In order that our many friends may make purchases at great savings and that we may meet our customers, this special event of eight business days has been arranged.”
The dates were described in the next box: “Sale Opens The 22nd – Beginning Friday, August 22nd and continuing through Saturday, August 30th, we are placing our entire stock on sale at greatly reduced prices. Nothing excluded. Remember you can always return anything bought here.”
There were several sections of the ad with various departments of clothing and footwear. Unlike the Boston Store’s ad, the Wilson’s ad had actual prices for most of them.
Men’s and Young Men’s Clothing: “Every Suit in our Stock Included – None Reserved. All $18, 20, 22.50 Suits, now $13.50. All $25, 27.50, 30 Suits, now $20.50; All $32.50, 35, 37.50 Suits, now $28.50; All $40, 45, 50 Suits, now $35.50.”
That box included a clarification on their rationale for the sale: “This is not a sale of out of season or add lot merchandise – it’s a chance to select any thing you want for now or later at worthwhile savings from our regular stock of high-grade merchandise. Don’t overlook the fact that you may secure an Overcoat for next winter at these same price reductions.”
Arrow and Manhattan Shirts: “Good time to stock up on shirts. Solid colors in white, tan and grey as well as stripes in all styles – collar attached or neckband. This included percoles, madras’ and silks at 25 per cent discount.”
All Bags, Trunks, and Suitcases: “Reduction of 25 per cent, on entire stock luggage.”
Hats and Caps: “These at a reduction of 20 per cent. Including our Stetson and Guyer Fall Styles – now in.”
Sweaters: “Conservative and Sport Coats and Pullovers. Heavy and Light Weight. 20% Discount.”
Boys Suits: “Your Opportunity to Prepare The Boys for school at worthwhile savings: $6.00 two pant suits, now $4.95; $8.00 two pant suits, now $6.95; $12.00 two pant suits, now $8.95; $15.00 two pant suits, now $10.95.”
Blouses: “$1.00 Blouses and Shirts, 79c; $1.50 Blouses and Shirts, $1.19; $2.00 Blouses and Shirts, $1.39.
Boys Sweaters: “Boys’ Sweaters, Underwear, Caps, Knickers, Stockings, Shoes, At Reduced Prices.”
Neckwear: “Two $1.50 Ties, $2.25; Three $1.00 Ties, $2.25; Four 75c Ties, $2.25.”
Hosiery: “Silk, Cotton and Wool, Reduced 25 per cent.”
Footwear was also included in the sale: “Extra Values in Shoes-Too: Women’s LaFrance Shoes, Oxfords and Pumps, Values Up To $10.00 at $1.95, 2.95, 4.95. Women’s Glove-Grip Pumps and Oxfords, $6.75. Men’s Glove-Grip Shoes and Oxfords, $6.75 and 7.75. Special Lot of 84 Pair of Men’s Shoes, Values $4.00 To $7.50. To Close Out At $2.95. All Other Men’s Shoes and Oxfords at 20 per cent discount; this includes the heavy work shoes.”
“One lot Woman’s Cuban and High Heel Shoes, Pomps, Oxfords, while they last, 95c Pair. Sixty Seven Pairs Boys $4 and $5 Shoes, Special at 2.95.”
Wilson Clothing Company’s sale concluded on August 30, with the Boston Store’s opening set for the following Friday, September 5. An anniversary sale would have occurred anyway, but it is possible the new competitor’s full page advertisements may have been a factor in the Wilson store taking a comparable size ad themselves.
