TRADE: National Bargain Week

From Chicago fanwise over the U. S. last week began to spread the two periodicals with the greatest circulations (around 7,000,000 each) on earth—the fall and winter editions of the mail-order catalogues of Sears, Roebuck and of Montgomery Ward. Down an average 1.48% were prices for the 100,000 items of Sears merchandise. Down about the same were the prices of Ward.

In the face of the danger of a war-born retail price rise during the next six months, the price cuts of the two big mail-order houses were important—for neither merchant is likely to change his prices until next January’s catalogue.

> Sears reductions included: cotton piece goods, 1.04%; cotton clothing, 1.25%; wool clothing, blankets, etc., 1.32%; silk goods, 10.22%; rayon, 1.3%; shoes and other leather goods, 1.96%; automobile tires & tubes, 2.32%; electrical appliances, 2.11%; floor coverings, 5.19%; building supplies, 2.35%; furniture, 1.99%.

> Montgomery Ward, which has in recent years ventured into higher quality lines, pulled in its horns a bit, but continued to expand its medium-higher-priced lines. Whereas the 1939-40 catalogue featured a top-price fur jacket at $139.50, 1940’s stopped at a $69.50 fur coat. While last year’s customer was offered a single $59.50 fur-trimmed coat, the 1940-41 buyer had three to choose from.

> Teaser for Ward’s jewelry trade was a flock of watches selling from $49.95 to $145. Last year’s top: $79.75.

> Disdaining fancy goods for 1940, Sears toned down its hors d’oeuvres page, substituted more staple canned goods: fruits, ham, chicken a la king, salmon.

> More Sears catalogues than ever before went to suburban and metropolitan customers, who now account for over 60% of the company’s sales.