Indianapolis Times, Indianapolis, Marion County, 31 May 1937 — Page 18

The Welfare of Avera

ge Families

’

—7Yes, this is the major factor behind the logic of our slogan “Buy Shoes at a Shoe Store.” Aside from the established fact that the merchant, who specializes in one pa ticular line of merchandise, can (by the very ey of his specialization) give the public the finest quality obtainable at the most reasonable prices . . . the far greater principle of

safeguarding the future and welfare of average.

families of our community looms as the most important consideration.

~~ IHOW, you ask, can my buying shoes at a shoe store

have any bearing on the future of average families ~ in our community? How can such a comparatively

small thing as a purchase of shoes at a shoe store have an important influence on the future of our community?

The answer, and the reasons for it are quite clear. History is the main proof. Do you know that fifty

' THE INDIANAPOLIS TIMES _

years ago, when Indianapolis had a much smaller

.

population, there were more independent home

merchants doing business, occupying store rooms, paying taxes, educating their sons and daughters in our schools and colleges than there are today?

It is easy to understand the wholesome, healthy, influence that a goodly number of successful independent home metchants have on any community. There were increased opportunities for the young man and woman to enter the retail field . . . there was a more equitable distribution of taxes... there

were more opportunities for men to enter the retail

field with small capital.

- What has caused the alarming decline in the num-

ber of independent home merchants in Indianapolis? Centralization of business by monopolistic combination stores!

Gradually, combination stores, dealing in every, conceivable line of merchandise, have forced the individual specialty, merchant from existence (though not through better prices or service, but by artificial sale methods) and in doing so they have eliminated the opportunity for Inftiative of young men and women in Disiness

To eliminate this condition, to help Indianapolis have more successful merchants, to help sons and daughters have more opportunity in the retail merchandise field, to help the man or woman with small capital have more opportunity to start in business (with the same opportunity I have enjoyed) ... we urge you to buy your hat from a hatter, your suits from a clothier, your auto and accessories from an automobile dealer, your glasses

from an optician, your jewelry from a jeweler, your

food stuffs from a grocer, ang your shoes from a shoe store!

MONDAY, MAY 31, 1937 |