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Unusual Prices In Many Local Stores Tomorrow
More Than 75 Stores Participating in Event Sponsored by Retail Trade
Division of C. of C.
Today, Greenfield's retail establishments issue their county-wide invitation
to the gala bargain festival of the year, Dollar day, in which more than 75
local stores will participate all-day tomorrow. The event is sponsored by the
retail trade division of the Chamber of Commerce, whose members, more than 50
in number are designated by the official dollar day window seal on their store
Dollar day, ever a powerful magnet to the thrifty of the county, appears to
hold a greater significance than ever this year. Retail business in this community
has felt the effect of the general depression which has retarded buying in practically
all lines with the result that whole-sale and retail prices in many commodities
have been effected in the desperate efforts to reduce superfluous stocks and
to bring sales totals to the 1929 figures.
Dollar day, coming at the period of the season when the retailer must unload
or carry over merchandise which in another year will be passee, necessitates
price sacrificing. Careful perusal of the offerings of the local stores in the
advertising columns of yesterday's and today's Daily Recorder will reveal commodity
values that are most unusual.
The practice of making up shopping lists from the advertisements is becoming
more general. The housewives who would save time and inconvenience will adopt
this shopping method tomorrow by checking and comparing the values in wanted
merchandise and by inspection of the store windows, which are already displaying
the choicest of Dollar day offerings.
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The economic crisis of the Great Depression caused many businesses to fail and in turn, massive unemployment. By 1933, two years after this article appeared in the Greenfield Daily Recorder, an estimated 25% of the national labor force would be unemployed. These conditions created a vicious cycle of problems. Increased unemployment led to a decline in consumption as unemployed workers had little or no money with which to purchase goods. A decline in consumers' purchasing of goods and services led to further business failure which led, in turn, to further unemployment. Greenfield, Massachusetts, a small industrial city in the north western part of the state, tried a novel tactic to increase retail sales for businesses struggling to unload inventory which remained unsold because of a decline in consumption. Seventy-five stores advertised merchandise for just a dollar in hopes of enticing now thrifty consumers to buy. If consumers purchased goods, it was hoped, this would initiate a virtuous circle of increased demand that could stimulate production and, hence, increase the need for workers.
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"Unusual Store Prices in Many Local Stores Tomorrow" article from the Greenfield Daily Recorder newspaper
| publisher Greenfield Daily Recorder
| date Aug 15, 1930
| location Greenfield, Massachusetts
| width 2.5"
| height 8.5"
| process/materials printed paper, ink
| item type Periodicals/Newspaper
| accession # #L06.005
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