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Gfmfle Brothers Store opens at 8:30 .y Gitubel Brothers II Store.ciosesat5;30 II Gimbel Brothers
Saturday March 3, 1917
Gimbel Brotheri
The Store With Purpose of Helpfulness
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E HAVE been giving frequent proofs that Gimbels is
not a mere place ot barter, but that it is growing be
cause it has developed a high and unusual oower of
service-giving that the power derived from your business is
being used with all the force we can give it to make the Store
more useful to you.
' Selfish" you may call the Store because this new spirit
in merchandising is redounding to the benefit of the Stores
owners. But we have pushed sordidness" out of business
. once and for all.
In fact, you might well suspect the store that claimed to
give unusual service because of love for the public. No mer
chant or philanthropist would in reality do anything of the kind.
A business is to be driven driven as hard as its owners know
how; is to be everlastingly pushed to increase its profits.
But the manner of pushing can be good for the public
or bad. To twist and strive to raise prices is to seek profits un
worthily. Such a store isn't helpful in the large sense.
More than ever this really new kind of a store is worth
while during this stress of high prices.
It pays and is a true part of the Store's plan to make
prices lowest, never by old-fashioned price-cutting, never by
taking out some of the quality of goods to make prices appear
low, butby using the power of your patronage in the gather
ing of dependable goods with such directness and in such
quantities as to lessen costs. Lessening waste is the real inwardness.
No store can hoodwink any community that has its eyes
open. It may be that any of a hundred reasons may lead one
to buy some things at stores where business is considered a
"game" and a game wherein you know the dice are loaded.
But the percentage of such shopping is lessening, because the
public has come to realize that a store cannot be beaten at its
own game except by leaving it alone .
More than ever, the Gimbel Store will exercise its new powers of
service this year, because of all years this is one where such emphasis of
helpfulness will lead to great progress. t, w
In this newer, harder driving of business, Gimbels will present a series
of trade movements this season that will be of large interest.
Such movements, already under way, touch lines of luxury and of
necessity.
The furnishing of the highly esteemed player-piano The Hardman
Autotone at savings of $157.50 on one style and $210-on another style,
touches a point where the almost-necessary player-piano .is encompassed in
the luxury of owning the best. Payments of $3.50 or $4 weekly.
This offer, of necessity, ends next Saturday, March 1 0th.
The selling of China and Glass and Lamps and the hundreds of house
hold needfuls classed as "House Furnishings" will continue during March.
The Gimbel Store stands clearly foremost in its stocks of these goods
of china, largely because our three stores' orders quickened into life a
French pottery deadened by the war; of house furnishings, because we bought
heavily of the necessary things most keenly sensitive to recent price advances.
The Gimbel Furniture Sale was nearly swept from us by the destruc
tion of the stocks in warehouse at Twenty-first and Market streets. We
caught our breath, however, and started scores of cars of furniture to us
many carloads from our New York warehouse. Railroad delays, however,
prevented the receipt of much of the fine new purchases in time to handle
during the February Sale. So we shall continue the sale, with its new, fine
offerings and economies until the evening of March 1 0th. "February Sale"
tags remain on the samples.
A Tremendous Offering of LINENS
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MONDAY FOR THE LINEN SALE
Commencing Monday we shall offer, at large economies, the household linens that we invited a discrim
inating few to examine and criticize yesterday and the day before.
We have considered it one of the vital marks of good storekeeping to keep stocks during these stress
price times up to usual standard. So, while we have been implored to follow the easy way of putting part
cotton and all-cotton "linens" in our upstairs stocks, we have preferred to maintain the standard that has
made Gimbels "the safe linen store."
Understand, please, that we appreciate the beauty and excellence in their way of the "cotton linens,"
but we know that the danger of mixed stocks lies in the fact that some customers might buy "cotton linens"
at "linen" prices. Such accidents would splendidly increase profits but with a sort of money that doesn't fit
the Store. '
Every linen sold in the Second floor section and on any First floor temporary selling place is all-linen.
No cotton goods are admitted excepting Turkish towels that are all-cotton. They were not a success when made
of linen.
A child or the most hurried shopper cannot make a mistake at Gimbels. Linen is linen every time
and all of the time.
The other day our linen chief helped a gentleman select the couple of thousand dollars' worth of
linens needed for his yacht. He got such care a3 every customer gets and he thanked us for the lane of
safety we had opened.
Most large hotels are coming to depend on Gimbels for linens they demand beauty, quality and
durability.
Despite the most evident scarcity of linens this country has known, we have maintained tremendous
stocks needed to, in the conduct of our hotel-furnishing and growing retail business.
Today we own tens of thousands of dollars' worth of linens in excess of our holdings in any previous
year, we intend Jto maintain stocks, come what may but we do not expect to be able to repeat present
sale prices for a long time. Monday the opening day of the sale. Some fancy linens got in from France
while this advertisement was being written.
There will be small linen towels, hemstitched, at $3 a dozen and larger, hemmed, at $4.50 and so on.
There will be towels at $ 1 apiece that are worth $1.50 this minute.
There will be table linens pattern cloths and damasks by the yard at savings running to forty percent
from present values, $1.50 table damask at $1 a yard and a wonderful $1.75 damask at $1.35 a yard.
All through linen pillow cases; linen centerpieces and scarfs. Save save wherever you choose.
There will be ample selling space Second floor and First floor and more salespeople than we ever
saw in a linen sale. The lots are tremendous but biggest lots will melt, so widest choice during first week of sale.
In the Subway Store great stocks of the "cotton linens" and part-cotton now made so good and very
worthy at their true value which is much less than all-linen value. And there are fine savings for this sale
from their usual prices. Perhaps this prosaic advertisement may do what the more strenuous sort of advertise
ment might fail to do lead you 'to investigate the most important linen bargains we know of.
And if so, well and good. The new Gimbel retailing is only helpful to you if you share its advantages.
Some time we may get thoughtless or careless and fall into other-store ruts. You can tell it in a wink
ling. When we do, punish us, as any useless store can be punished, by withdrawing your custom.
MARKET .CHESTNUT GIMBEL BROTHERS EIGHTH AND NINTH
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