Today's Journal

Welcome to our Winter White Sale

The traditon of a " White Sale" began in Philadelphia in Janary1878.  John Wanamaker , founder of Philadelphia's first department store, John Wanamaker's & Co., thought a "January White Sale"  would increase sales during the post-Christmas slow sales period.  At the time, all  home linens and towels were white so the name White Sale was most appropriate. In the 1950's, home linens with patterns, colors and prints were added to sale merchandise, as were other household items, although the name remained the same. 

Actually, Wanamaker is considered to be the "father of advertising".  He printed the first store advertisment, which when people realized what was said was true, greatly increased sale.  He was known for "truth in advertising". He also initiated a "Midsummer Sale", also producing great results. In today's world where "Sales" are constant, it is hard to believe that the term "Sale" was used very sparingly, only 2 or 3 times a year, for a limited duration. 

John Wanamaker is attributed with the well-known quote..."Half the money I spend on advertising is wasted; the trouble is I don't know which half!"  

Enjoy our Winter White Sale!