N.Z. MOTHERS’ DAY

Sun (Auckland), Volume II, Issue 522, 27 November 1928, Page 13

N.Z. MOTHERS’ DAY

CELEBRATION ADVOCATED BUSINESS MAN’S VIEW WHAT AMERICA DOES Advocating the organisation in New Zealand of celebration days akin to America’s Mothers’ Hay. Fathers’ Hay and Sweethearts’ Hay, Mr. H. Robertson, assistant general-manager of the Farmers’ Trading Company, told the Auckland Advertising Club at its luncheon to-day that these celebrations boomed business in America. Mr. Robertson, who recently returned from a world tour, told the club members that travel, and an open mind, resulted in great business educational experience. Speaking of advertising, he said that the successful advertising man in America made his appeal ’ to the desires of men and women, not their intelligence. Referring to Mothers’ Hay, he mentioned that for weeks before the actual day of celebration, the advertising men just spread themselves. Business got a boost, and although this may be the principal factor, there was no doubt that the celebration, brought a great deal of beduty into the homes. So far as shopping was concerned, the principal business in America was done through the chain store, the five and 10 cent store and the self-service store. He doubted whether the 10 cent store business could be introduced successfully into New Zealand, and it had to be remembered that Wool worth had 1,000 stores under his control. The chain-stores had 90 per cent, of America’s grocery business, and they were sweeping the country from end to end. i With the self-service stores it was doubtful whether the economy effected would induce New Zealand people to put up with the inconvenience of lack of service. Mr. Robertson, admitting that he liked the flashing streets, gay with multi-coloured lights, lamented the fact that New Zealand had not yet awakened to the value of electric signs. These were set up all over America, even in the small towns.