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WEDNESDAY, SEPT. 30. I2c TO ISc FOR YOUR COTTON THE WISE DRY GOODS CO. MEETS THE SITUATION $60,000.00 WORTH OF MERCHANDISE TO BE DISTRIBUTED AMONG THE PEOPLE ON A BASIS OF LOW PRICE COTTON Without question this is the greatest selling campaign ever planned by any store in Augusta. Quick to realize the conditions of the consumer throughout our territory and the scarcity of money during the present conflict between the European Nations, we have devised a means of im mediate relief to the people of this vicinity. Sharing Profits With You This is exactly what we mean—we are not giving anything away —we are not establishing any form of charity—we are doing just what is demanded from a growing mercantile concern who have the interests of their cus tomers and friends at heart. WE WANT TO HELP. WE WANT TO DO WHAT WE CAN IN SPITE OP THE TALK OP ADVANCED PRICES ON EVERY HAND AND THE PROMISE OF. STILL MORE AD VANCES, WE COME TO YOtl WIT H THIS ANNOUNCEMENT A REDUCTION RATHER THAN A RAISE IN PRICES. HOW CAN WE DO IT? Natur ally this question is going to be discussed and it is easily explain ed. First of all we are going to sacrifice a certain amount of our profits right now —we are going to mark every piece of new Pall and Winter merchandise in this store on a basis of cotton at the market price—these prices will remain throughout the entire season—if cotton goes up you will be that much ahead —if cotton stays where it is you can sell enough to supply Your New Fall Skirt There was never before a season when so many odd Skirts will be worn as this season. In fact you are not completely outfitted with out the Odd Skirt this sea son. The new style are just lovely—the little finishing touches here and there give style and fashion to these skirts that make you look becoming. The workman ship is of the best—well tailored —inside and out and no skirt that comes from this store will ever lose its shape. When you take into consid eration the wonderful range of styles and patterns shown here —the latest fads—then see our selling price—you will at once realize that THE WISE DRY GOODS CO. are indeed doing their share to meet the conditions and overcome the shortage of ready money just at this time. CERTAINLY NOT. It is never any trouble for us to show goods. WOOLENS-SILKS An elegant showing of all the newest things. You will find it exceedingly easy to decide on what you want. Courteous assistance of our salespeople will be appreci ated by you. To the women who know OUR SPECIAL PROFIT SHARING PRICES will appeal. We fyave endeavored to gather together merchandise, that we can recommend to you and still keep the price down within the reach of all. We always welcome comparison as to quality and price, for we are always sure of a customer when they do this. We know we can save you money on your DRESS GOODS and SILKS, but its hard to prove this by merely saying so YOU MUST COME AND SEE FOR YOURSELF. Seeing is be lieving—our values talk and we extend to you a most cor dial invitation to come and learn “THE WISE WAY" of better values. your needs. BRING THE MONEY TO THE WISE DRY GOODS CO. AND RECEIVE GOODS IN EX CHANGE DOLLAR FOR DOL LAR. WHICH WILL NET YOU FROM 12 to 15 CENTS FOR EVERY POUND OF COTTON THAT YOU SELL. We are in position to do this as we bought this entire stock long before there wa* even a whisper of WAR —long before anyone ever dreamed that we would be suffering from the troubles of our foreign neigh bors. Thousands of dollars worth of goods in this store today can EXTRAORDINARY That’s the one word that explains the stand this store has taken for the re lief of the consumer, and it will be EXTRAORDINARY indeed if this does not bring a hearty response from everyone. We have come to you with a plain statement of facts—that we WILL MAKE OUR PRICES FOR THE REST OF THIS SEA SON ON A BASIS OF LOW PRICE COTTON. Smart Coat Suits for Women The expression of delight from visitors and customers during the early days of the season has been a deep source of satisfaction to us. This admiration assures us that our efforts to bring be fore the women of Augusta and vicinity a line of Ready to Wear Garments second to none, is appreciated. Dis criminating buyers will be quick to realize the great advantages of trading here. Most women in selecting their tailored suit make their choice either for style, pattern, fit, fabric, service or price. Wouldn’t you like to make your selection for Fall and Winter where you could combine ALL these THE WISE DRY GOODS COMPANY THE SHOP OF QUALITY. sss Broadway, Augusta, Geargia. LINENS Special attention is called to Hotels, Rooming Houses, Housekeepers, etc., to the very unusual values that we are offering in linens of all kinds. We are fortunate in owning this entire stock of linens on a very low market—when this present stock is exhausted we cannot duplicate for anywhere near what the price was when we bought, and while we have this stock on hand we say to you, BUY EVERY THING THAT YOU NEED IN LINENS NOW. This great department iB not con fined to any certain priced linens—we have a wide range of qualities—to meet the needs of everyone. There will be no doubt in your mind as to the values when you see the goods, and the prices marked there in plain figures, and you will know that it PAYS TO GET “WISE” PRICE FIRST. be sold over the counter at a profit for less money than we could go into the market and buy them— in other words we could turn around and sell to the people we bought from and make money— BUT THIS IS NOT OUR POSI TION IN THE MATTER. WE ARE WORKING FOR OUR CUS TOMERS AND FRIENDS AND OF COURSE THIS MEANS WORKING FOR OURSELVES AND EVERY DOLLARS WORTH OF MERCHANDISE IN THIS STORE WILL GO DIRECT TO THE CONSUMER. THIS GREAT PROFIT SHAR ING SALE WILL CONTINUE UNTIL CHRISTMAS. Wo have spent nearly a month in prepara tion. Mr. Wise made a special trip to New York to buy more cotton goods and to bring back some of the latest models in wo men's Ready to Wear garments. This merchandise is all in the store now, representing a wonder ful display of $60,000.00 worth of Women's Furnishings, Notions, Ready to Wear, Dry Goods etc. Never before was this store so well stocked, and never before —MARK THIS NEVER BE FORE—DID WE EVER OFFER THE SAME VALUES AT THE OPENING OF THE SEASON. qualities? This is possible if you make your purchase here. We will show you hundreds of clever styles— not one or two pretty things here and there, but scores of them. You will see what a power a really big organi zation has in the markets in assembling all new and lat est styles, featuring them at prices well within the reach of your means. To describe these garments —IMPOSSI BLE—you must see them to appreciate their worth, and once you’ve seen them, it is almost certain that your suit will come from here. A sav ing of 15 to 25 per cent right at the beginning of the season means something to you. Waists, Petticoats, Muslin Underwear In our effort to offset the prevailing talk of hard times we have prepared for your selection a line of Ready to Wear garments at prices that you usually pay at the end of the season. We doubt whether this opportu nity was ever presented to you before—we feel sure that it will never be again, and the best advice we can give you is BUY NOW AND BUY HERE. WE RE BOOSTING THE PRICE OF YOUR COTTON This store does not pre sume to be any more char itably inclined than our competitors. We have simply taken this stand for our own good as well as for the good of the community in general. We realize only too well that in the genial course of business this season on a very low cotton market, that we would suffer along with the rest; in fact we would have suffered more, as we THE AUGUSTA HERALD, AUGUSTA, GA. BEGINNING 9 A. M. THURSDAY, OCTOBER Ist, We Start Our Great PROFIJ SHARING SALE Which will Continue Until Christmas. 12c to 15c FOR YOUR COTTON If the cotton market was quoting prices 12c to 15c for cotton this sacri fice on our part would not be necessary—we would have all the business that we could handle— BUT, there is no cotton market, the consumer must have a certain amount of mer chandise, and naturally in times of depression he will buy where the money he spends brings the most in return. This is the way we look at the business outlook for fall and win ter, and it is going to be the aim of this store to crowd into every dollar the consumer spends here the greatest possible val ue. We make no false statement when we head this 12c TO 15c FOR YOUR COTTON, for it is true. It is good news for the cotton farmer. It is good news for any con sumer who has to buy. What benefits one person benefits another. During the entire season it will be our slogan “TRY WISE FIRST IT PAYS.” It should also be yours. It is a duty that you owe to yourself to investigate our announcement. See for yourself what this store is doing. It will be a real pleasure for any of our salespeople to explain to you fully. Wait For The Opening Date We are making exten sive preparations for the opening of this great PROFIT SHARING CAM PAIGN and everything will be in readiness when the doors open THURS DAY MORNING AT 9 O’CLOCK, OCTOBER Ist. A cordial invitation goes out to every person to be present and see with your own eyes what this great Hustling, En t e r p rising store is going to do for you. CONTINUOUS PERFORMANCE While that heading would apply really better to a Theatre, it also applies to the doings that will take place at this store from now until Christmas. Never a minute and hour but what there will be something do ing at this store. Our news paper talks will be MONEY SAVING HINTS TO YOU— our window displays will reveal to you the POSSIBIL ITIES OF ECONOMICAL BUYING. Watch them both bought the largest stock of goods that this store ever held. It was not business for us to fight against heavy odds and try to force business by spending great quantities of money in ad vertising and trying to get regular prices. We looked the thing square in the face and our decision is fully explained in this announcement. This entire $ 60,000 stock of goods will be sold during the season and every price in this store is marked on a Conditions Never Dreamed of Confront Us All. To Combat These Means a Mighty Effort on the Part of Everyone—We Have to Accept These Conditions—ls We Do This With a Firm Determination To Meet Them and Over come Them—We Can Do It. THIS STORE WILL INAUGURATE ONE OF THE MOST VIGOR OUS SELLING CAMPAIGNS THAT HAS EVER BEEN KNOWN IN THE SOUTH, CONTINUING UP UNTIL CHRISTMAS. RIGHT ON THE MINUTE THURSDAY, OCTOBER IST, AT 9 A. M„ THE FIRST GUN WILL BE FIRED AND THERE WILL I!E NO LET UP DURING TIIE ENTIRE PERIOD. NECESSITY. NOT CHOICE, FORCES THIS ANNOUNCEMENT CONDITIONS OF THE COTTON MA RKET ARE TOO WELL KNOWN TO NEED FURTHER COMMENT FROM US. THE PAPERS ARE FULL OF IT. TO A CERTAIN DEGREE THE PRICES ARE BEING FORCED UPWARDS. WE HOPE AND TRUST THAT THIS ADVANCE WILL GROW. CIRCUMSTANCES CONFRONT THE MERCHANT TODAY NEVER BEFORE KNOWN IN HISTORY. WHAT IS DONE MUST BE DONE QUICK AND ACTUALLY BE TO THE ADVANTAGE OF THE CON SUMER. HERE'S OUR PLAN. DOES IT APPEAL TO YOU? When the moat appalling news that this good land of ours ever read came to our attention—ALL EUROPE PLUNGED INTO A BLOODY WAR we could not grasp the full algnlflcanee of what it meant. Weeka of fight ing >ias brought ua face to face with the reality—we have seen prloea advancing on every hand— no market for our great cotton crop—serious—-yea—and In face of thla $60,000.00 WORTH OF MER CHANDISE BOUGHT FOR THIS STORE. Long before any war news was thought of, this store had pur chased one of the largest fall and winter stocks In its history, an Out-of-Town Buyers Can shop in this store the same as City people, and have every advantage of the low prices. We have opened a special department for this with experienced shoppers for you. Just write the Mail Order Depart ment your wants. Be plain and we’ll satisfy you. Don’t hesitate to ask for samples. THIS PROFIT SHARING SALE CONTINUES UNTIL XMAS. The New Fall Coats Right now is the best time to select your Fall Coat. We never showed a wider range of style than this season, and no matter what you have thought about the new coat this fall—no matter what price you have decided to pay—you will be sure to find what you want here. Just the kind of a coat you want and at just the price you are willing to payt This is rather a broad statement, but nevertheless true, as every price in this store is based on the low price of THE WISE DRY GOODS COMPANY THE SHOP OF QUALITY. 858 Broadway, arefully. There will be special days—odd lots and accumulations will not be allowed to accumulate they will be gotten rid of as fast as possible at some price. We learned the value of this during the Wizard Sale. Sum it all up in a few words WHEN THE DOORS OPEN ON THIS GREAT PROFIT SHARING SALE THE PERFORM ANCE WILL THEN BE CONTINUOUS. basis of low cotton—Cotton may go up—we don't know —if it does we will be glad for your sake. Also we as sure you that if it does go up, our prices will remain the same. We bought early —we had to pay no advance prices—this means that you won’t have to. REMEM BER THIS GREAT PROFIT SHARING SALE STARTS AT 9 O’CLOCK ON THURSDAY, OCTOBER 1 at,AND WILL CONTINUE WITHOUT A LET UP UN TIL CHRISTMAS. ticipating a big business in vtew of bumper crops and an almost certain advantageous market for the cotton farmer, in the twink ling of an eye these hopes were shattered —we recalled only too well what this meant to us—along with this realization came the de termination to meet the situation and in less than a week following the announcement of the Euro pean troubles we had decided on this EXTRAORDINARY SELL ING CAMPAIGN and plans were at once begun we are now ready to make the announcement. NO ADVANCE IN PRICES AT THE WISE STORK. cotton, which means a price less than we have ever got ten before this early in the season. It does not cost you anything to come to this big roomy, uptodate store just to look. Even though you do not buy you will be just that much better pre pared to buy when you get ready and BY HONEST COMPARISON AS TO VAL UE WE ARE NOT WORRY ING ABOUT YOUR PUR CHASE LATER. Every coat we show this season is a new model. There are some stuninng styles and the prices will surprise you. Augusta, Georgia. FURNISHINGS Our furnishing depart ment will be entirely re-ar ranged for the new season— we have added several new lines and have spared no effort to see that this stock is complete in every detail. There is not another store in Augusta today that presents for your choosing a better selected stock of furnishings beginning with the small no tions—the penny goods— and right thru—taking spe cial heed of your every need. Goods are displayed for your convenience. If it’s new, we have it—and our price on everything will be based on the same PROFIT SHARING BASIS, that we are featuring so strongly for this great selling campaign in which we are trying just so far as lies in our power to offset the present condi tions existing on account of the great Eroupean Struggle First of all our merchandise was bought at a very low figure—much of it under price—we are In po sition to maintain our regular selling prices with no advanoe. Mr. Wise has made a trip to the Northern Markets to buy addi tional cotton goods for right in lino with the “BUY-A-BALE-OF COTTON" movement we aro going to feature "WEAR COTTON GOODS." PRICES MARKED ON THIS ENTIRE STOCK OF GODDS IS GOING TO BE ON A BASIS OF LOW-PRICE COTTON. We are going to do our share towards helping the consumer. We will share with them whatever profits is possible and while this means a temporary loss to us, in the end it will mean more friends, more customers, higher and better bus iness. WE ARE WILLING TO AB SUME THE SACRIFICE RIGHT NOW TO HELP YOTJ. Your money spent for merchandise at this store will positively represent from 12 to 16 cents for evsry pound of cotton—this reduction In Prices not only helps the cotton growers but the benefit Is far reaching and is a golden oppor tunity to every person In this community. DRESSES Don’t Fail to See Our Dress es. There Are Some Sur prises Here for You It matters not for what occasion you want a dress -—for evening wear—for af ternoon—for street or for the house—there is a dress here for you. We have as sembled a line this year that we don’t believe can be equalled in the City. Our Dresses this season are from the same makers that have given our customers so much satisfaction in seasons past. It does not pay to experi ment. We know that their garments fit and that they wear. This means a lot to the buyer. There is abso lutely no excuse for your doing your own sewing or paying money to a dress maker—at least before you do this, come to this store and look thru this depart, ment and see what just a few dollars will do for you. And remember garments bought here are ready to wear—put them on right now—perhaps a little alter ation here and ther»— this is easily done. COTTON GOODS This should be the slogan of every woman in the South this year. We have made special effort to stock this department with the best values that we could get in domestics, Bleaching, Sheet ing, Ginghams, Percales, Suitings, etc., etc. We do not urge you to buy, but we DO strive to show you such attractive values that will make buying here appeal to you—we want you for a per manent customer, and we know that right now is the best time for you to put our claims to the test, for it is certain that our SPECIAL PROFIT SHARING PRICES will appeal to every person who comes to this store dur ing the Fall and Winter sea son. Early purchases of cot ton goods will enable us to offer you inducements that would not be possible if the goods had to be bought to day. NINE