A Collection of 333 Successful Ways of Getting Business:
Getting Holiday Business

More than half a century ago, Charles Dickens, with the magic of his pen, gave new life to the good old Christmas customs that were slowly, but none the less surely, becoming obsolete. Perhaps the strongest factor today in fostering the Christmas spirit is the big department store. With its perfected advertising machinery running full blast, the big store leaves small opportunity for any one to overlook Christmas or its essential custom—that of gift making.
56. The Big Store's Christmas Advertising - The first suggestion of Christmas in the department store, and it is only a suggestion, is "Children's Day," some time in October. "Children's Day" is to a great extent an advance showing of toys, although other lines are not neglected. It is not intended to sell toys on "Children's Day," so much as to show them at a time when salespeople are not so busy as they will be later. Then comes the beginning of the newspaper campaign about the middle of November, and this is quickly followed by ever changing window displays and interior decorations and shows in which Santa Claus and the Christmas tree are every- where in evidence.
The real holiday campaign begins in the newspapers about the middle of November. At that time the introduction to the advertisement is given much more than the usual space, and has principally to do with Christmas buying. Attention is called in a general way to the stocks and the store's preparedness to handle the holiday trade is dwelt upon strongly. Most stores set apart a certain space in the ad to be used in this way each day. Gimbel
Brothers, in Philadelphia, use ten or twelve inches, about the width of a newspaper column, set in small type, in the upper left hand corner of the ad for a "daily talk." Here are some of them. It will he noted that the children are never forgotten. This one appeared Saturday, November 19:
Stand on a chair and you can almost see Christmas! And think what a lot there's to do.
We commence today tacking half an hour on the shopping time - we shall do everything in our power to make the holiday shopping not only bearable but enjoyable.
In all the whole world there is not such another store.
First, it is biggest - larger than any other American store in actual floor space by about an acre and a half; larger than the greatest Paris store by seven acres; larger than the greatest London store by eight acres.
And better arranged - every aisle leads somewhere and not into a corner. And they are wide aisles. The elevators are big and fine— and there are twenty just for passengers.
Broad stairs and the Escalator help, too.
The store is frequently inspected by experts of Philadelphia and New York, and we know that every element of danger is eliminated. Gimbel's is the safest store in the world.
For your comfort there are many rest and retiring-rooms, and a full- fledged hospital in charge of a graduate nurse, for expert, quick treatment of any falling ill. We've had scores of cases in a day—and have been the quick lift that re-established Nature and health. No charge or obligation.

Extracted from "A Collection of 333 Successful Ways of Getting Business". Download the complete ebook from SuccessEsource.com for $5 (PDF format).

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A Collection of 333 Successful Ways of Getting Business: Getting Holiday Business

A Collection of 333 Successful Ways of Getting Business:
Getting Holiday Business