l _ "ender - its or mats " . izﬂp p the an: ar- ffdirs 113's t aid to Jvernm

mild l 0n at iune l1 lble n Oat a! ume cl aim is oeplng uderst V95 lil o W0 1th a n the - shou ﬂs all e ma; avers:

1- EV!

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lat Ca

ibt ax ll: do\

d worl~

west r tho prot comn

n- the uni Bi. lhl =uauoi eke i" zimain verylx )p9 fl lung to ri 1m an -hollc

JIIlB/lh ‘

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. aiu u TOILET coons

We have the cream of the world's best toilet goods. Our stock is as complete as any other store in Eastern Canada.

TOILET WATERS.—A great variety from thebest makers, boxed and unboxed. Toilet waters from $11.00 to $8.00.

PaRFUMas-In dainty gift boxes- great variety odors. 25c up.

sacs POWfDERSe-We have all ‘the ‘bestinakes in‘ great variety of odors and colors, Large compacts.

TALCUM ’POWDERS.—This is a favor~ ite gift item. In tins and glass, from 25c to $1.50. '

HAIR BRUSHES-ivory, ebony and fox wood. Our prices and quality will please ' you.

COMES-Ivory and vulcanite, all coarse --coarse and ﬁne and with handles.

Smelling Salts, Bath Salts, Perfume At- omizers, Toilet Rolls, D’jer Kiss Sets, Mary

Garden Sets, Sachet Powders, Elegant French Toilet Soaps.

lhe White Drug Store

J. G. J AMIESON

Druggisl -oooooooooooooooooooooo

i 5 x : § i 5 i

0 O O o b 0 O O o

iUSH HOUR ~ LESSONS

Hurrlcd Holiday Shopping Shows How and Why People Make Their’

Choices

(2) As the last minute for Christmas buying approa- o chcs, shoppers also‘ turn more and more to those stores which have built up a solid foundation of confi- dence. Here, as before, the customer who is in a hurry wants the guarantee of the store's reputation for square-

Christmas shopping i5 done earlier these days than it used to be-Jthanks to con- sistent and persistent adver- tising of the advantages of early buying.

Still there is enough of the last minute variety to fur. nish valuable lessons for the observant merchant. For when they're hurried and in doubt, people reveal them. selves as they don't at other times.

dealing to reinforce her judg- ment of the goods them-

vsistont policy of reliable ser- vice and advertising has es~ tablished itself high in pub» iic favor is the one that wins in the final show-down.

(3) Shoppers toward the

end put less emphasis on the i price appeal as against the > value appeal. Going to a store of good repute and picking goods of known repu- tation, they are more con- cerned with the promise of satisfaction than with cheap- ness in price. There are ai- ways last-minute bargain hunters, to be sure. Bu! the bulk of the substantial buy- ing public, when It finds lt- self pressed for time, looks for reliable goods at a fair price, rather than for a gam- ble on quality. ..(4) Finally, as the buyer sees the hours shorten, she tends to rely increasingly on the knowledge and tact of the salesman ‘behind the counter. Then It is that skilled salesmanship meets its surest rewards. And many a permanent customer l: made by conspicuously good service at this time.

Out of the rush of the week before Christmas, therefore, may come some merchandising idea: that are worthy of a permanent place in the selling plans of any merchant.

They are summed up in the statement that the average buyer of today is looking for value, quality and satisfac- tion rather than for the haz- ards of buying on a chance.

I selves. . The store which by a per- g i 2 i 4

As the month advances. therefore. it will be worth while to note the tendencies °f buyers, for future refer- ence. it will be seen that, as the holiday shopping ap. preaches its climax, with less chance to "shop around" and more incentive to act quickly, customers govern their choices by these four general factors:

(1) They turn more read- ily to goods represented by Known brands. This means that, when in doubt, they in stinctlvely want something in which they can have con- fidence. Without time to make careful inspection, or to buy "on approval," they realize that goods which have established a name for themselves are safest to buy. Advertised brands, particu- larly thdso advertised both by the ‘maker and by the mor- chant, offer a last-minute guarantee that nothing else can equal.

"I haven't time to look around, but if it's Blanlds make it must. be good; I'll take it," was a remark heard last year in the final holiday ‘ rush. And, even when not ex- pressed in virords, this idea is often the governing one in hurried purchases.

EVERY TIME a tricky ad- vertiser slips something across on the public that same public slips s little far- ther away from him.

This tendency, which re- veals itself more freely in connection with holiday buy- ing, exists the year ‘round. Advertised goods meet with less resistance in the minds of buyers than do goods of which they never heard be- fore.‘ " .

THE JOY of hard-earned money consis partly in ap- preciating its real value.

THE HABIT of work lo the habit of success. 1

. l

ma.‘ kk-xkxmkkkkkxxxx x AAAAA AQA‘4AA w v v v rv vvvw-&§§'O- i» all i» _ ' "ill- <..--

hch 0 You reer Weilvvater or Tank water?

fOur water systems deliver water DIRECT from the yell to the tsp. The tank is uled to store air only. 3e- lt:-—Frosb water at all times, and no frost troubles. No- g IDOVO ground to freeze. ' Qur systems have established a reputation on the rung tor dependable urvloo. Don't be deceived and eo-

Co.

P. 0. lo: ﬁll - - - ‘Konolngbon, P. I. I.

l

SHOP from Holman’: Catalol.

nssenv: _ for St. James Xmas concert. 11

The Rogers Hardware Co. Lill- ' 10809-14-3

beautllui. lasting, appropriate. EW Taylor, 142 Richmond Street. 10802-14-3

GIVE HER A FUR COAT-Tin blrxesi stock or really good lug coals in Prince Edward Island ir here. Moore & McLeod Limiiell- , Dec 13-31

OLD SYDNEY SOREENED icon-steamer Corunnla is dis charging 1200 tons Slfdllﬁll’ Screen ed coal for A Rickard & Co. Ordo: ' your supply today. 1033044‘?

RICH MANDSOME TIES FOR MEN-Always attractive Christ mas gills. New (lheney designs an in. Moure & McLeod, Limited.

. .l.Dec. l3~3 SWEATERS FOR THE FAM lLY~A sweater is an exceeding!) useful zirtiole these days and wil be a most acceptable gift. Oui ussnrtnlcnl la largo and varied. — Pulcus Ltd. 19335'14‘3l

DON'T FORGET the fancy “'0?!- illili apron sale by the Slifillg P11!"- ivninoirs Institute saiur<lo.i' ﬁlm noon null evening December 16th 11L Jenkins At Guy's 810F6-

10837-152

ATTRACTIVE WINDOW. —-'l‘he window of Moore & McLeod is very nicely dressed and is attract lug attention from Christmas shop hers. The interior of the store also pircsents nu attractive appear anco.

INVITES ATTENTION. — Th. show windows oi‘ Futons Llli art as usual attractively‘ dressed (o: the season and there are mun} articles exhibited in the windows which would make hamlsoiuc- Christmas presents.

__-_-Q0-@--- PERSONALS

Mr D F lVlcDonald, Souris is registered at the Queen Hotel.

Mr W H Poole, Montague was in the city yesterday. l

Mr .1 U Eraser oi the C. N. R..

DECEMBER 27th

FOR XMAS, The Eureka Gold liledal Vacuum Cleaner $50-00"

RINGS FOR CHRISTMAS.—

pm _ 10808-14-31

ibis, dursblepllandsome, for wrist n- pocket. E. W. Taylor, 148 Rich- .nond St. 10802-14-3i

W I N 3L O-E METHODIST IHURCH-Sundap Dec 17th i-ligii A ueid 11 a. m.; Prlncetown Ilulul i p. m.; Wiusloe South 7 p. in.

SHORT SLEEVE "V" neck uull~ rvests have Just arrived 80c, $1.15 ind $1.25.——Moo\re d: McLeod, Ltd.

10830-15121

THE BLUE BIRD ELECTRIC NABHER and Wirlnger at $150.00 yould make a wonderful Christians ;lrt.—~The\ Rogers Hardware (‘o., ma, 10809-14-3i

ANYONE WANTING a nice photograph of the late Rev. Fallaci- Pius McDon-alrl in Passeparluut‘ work, call at 198 Cumberland Si.‘ \llss ldu Waugh-an.

THE ADJOURNED ANNUAL uieetlng ot Black Walcb Blur-kl Pox Co., will be held at the Yoshi

use o! the Secy. Victoria on Dec “om, 10841-15-4l

MARSHFIELD ETC. — Service n the Murshfield Baptist Church ~11 Sunday lzllernoon at 3 o'clock. rev Ross C Eaton, preaciirr. "his will rho the last ' ’uo.oi' the season.

PERFECTION “PRONS, pretty chlutzllaco Willi uhberlzed waterproof back. lasiiy cleaned. perfectly water- prcol. very smart, 85c, 90c and $2. AMlQQfQ ﬁr, ‘MCLQOIT, Ltd. - 10830-16-21

snow wmoows NICELY!

DRESSED. — Appropriate ﬂrtlﬁivb‘ ’or winter wear, including sonn- 'ery handsome ladies‘ fur coals. n-o to ‘he seen iin Prowse. Bros‘ vindows, ivhirh are very nuully and tastefully dressed and are :|.'~ lractini; much attention.

NECKWEAR FOR WOMEN. -—

-o1lar or the delicate charm of u lace bertha are two reasons why 'u-ck\vo:lu' lnr women is s0 popular‘ ‘his season-and being popular "nukes it a most pleasing gift. — Futons Ltd. 10825-14-2i

POWNAL ClRCUiT. —-Worshlp m Sunday, Dec 17th l-n Pownal 11

Stoliartnn is registered at tho flit-yore.

g .Mrs E McEnclicru passed Through the city en route to llos lion zlftei" siwnziing a vury- Illlﬁlrillll.‘ ivisit ronmviug friends and ac- lru.'iii1t:iicesutSQuris and Priest ‘Pond.

f ‘Miss Lucy McLean, (laughter ol ..\‘lr. and Mrs. D. J. Alcluenn Oi illonmgue left. yesterday for Cal ‘iznry. Her fniliur nul lwo sislors ‘uccnmpuulcil her to Charlotte- town.

The fnllosving have rc-luruezl ‘from ntleulliu‘: the Amherst Fair. l-lou. W. M. ilk-a. Ml‘. J. A. (Tlark. Mr. Bizmlirnzir of the Live‘ Stock Division. Mr. ll‘. C. iOlPoi-d. rliiol‘ oi‘ the Poultry lDivislon; hlrsurs W. E. Agnew, J. ll. Simp- son oi Cavendish and W. J. (lib son 0i Marshtieltll.

The many friends of Mrs Raplini-l NloLoml of Cardigan Head will be sorry to learn that she cut- ered the llrince lllrhvflrll island Hospital where she underwent a serious operation on Wednesday. Atiast report, Mrs ‘Mo-Lend was rvstlxig as comfortably as coull be expected.

Rev. Dr Steele, Superintendent of hlclhollisl. lilisslons fer New Bfl-lHSWlCli and P. E. island, re~ turned to the city Wednesday night after an official visit to Mon tazue and Mt. Stewart. Ho W115 the guest o! his son Prol. G1 D. Steele and Mrs. Stecne over nlghl n.i- lctt yesterday morning for S‘ John.

PNEUMONIA

nml other Lung Dlllﬂllll‘)!

Claims many Victims in Canada and should be guarded against

Minard’s Liniment

is n lrrvlit preventative, iu-lng mu- rl‘ the nlrlcnt remedies uiwzi. Min- nriVa-i Iilninu-nt has rclivvvri thou- sands canon o! Grlppu, llrunrhlllu. Suri- Throat. Asthmll and klmlrwl (liar-uses. It is an one-my to Gonna. Thousands of bottles helm; nsoll ev- ory day. For anin by uil drugglsllv and general dealers.

Mlilllfll‘! Iilnlml-nl

(‘nu IihL, Yul- mouth. N. S.

l? You want (lit best ' for the . Ch-islmas Season

, Provinces initiated

1 m, and 7 p m; lVI-illvlew 2-30 l) m Rev Harry Goodwin will speak all ‘llillview and at Pownal in lin- wcuim; in the interest 0i the (19-2 'l'.i‘i.l1l(‘l. of Evangelist and SI-‘c ii wrvice. On Fuidziy, Dec 21st! iiurr will he a (‘hriubmzis cﬂncorl ll he Pownnl llail the children iskell lo bring gifts for the

llTQll of the Orphanage.

, l BRIDES‘ REiCEPTi0N— f-s R-i

ilrilzhton.

‘Fimre was a large number 0 0.1.}.-

‘rr’ and the reception was a mnsl ‘iollirhllul luucuon. Mrs.

W_ llozigsoiz znul Iilrs. W. ‘mi assisted MPH- miving. airs. ‘lﬁd lilies DesBrisaY xwurvil lee- “n5, W, E Ilynliinan. Mf-‘LHJ- Morris; Mrs A, G. Penile,’ Mrs--

QM,“ iiilrsr. Noe-l DslBlois, Mrs. W ‘l. Cotton. Miss Marcirrt Cotton. vilss Kitty Peters. Miss Fair- r-imlizh and lVllss Amy Wile 115515‘ on in the dining Tlmm- Mme M“? Vary MnoNutt attcuclxolhthe dool; The house was brauL-fui .\' 11600?“

‘ll with yellow (zhnvaantiuluzulmﬁ-

Llnlmn-nt

\l|lilll‘d'l lmmbrrmnnh‘

Scheme For Central University Approved

uaiuzmx. Dw- "t" Gm" Hume“ were made today l" the direction of Maritime IInlVGTBii-Y Federation when the cimfefﬁllﬂ‘ rUpTGSGIIIEIUVB oi‘. ihv universities, colleges and governments o! tho Muritlmio Provinces ulﬂd the D0- miulon "of Newfoundland, meeting under the chairmanship 0f tilt‘ Chiet Justice of Nova Scolls. H0"- ILE. llarris, in the Province build m; hum, ndcipilid a slain-me ol‘ fed- erutlﬂn which represented a conso~ llliatlon oi all the schemes put for- ward as satisfactory by all the ln- terests involved. This oPPmWd scheme will next he placed before tho Ilulveriiilies and the Zovﬂm" mcnts involved for their fvflllﬂl action and a report on the 1111's ress inmle together with an invi- tatinu tor any [urthor directions they may wish to make will ‘be submitted to the (Yurnegie Foun- dntion, whlisn report m: tho ollu- outlonui situation in the Maritime the present movement for confederation.

Tho scheme o! federation adop- ted today as a workable basis for

You will get the best l if you leave your or- der for- Dark Fruit Cake

. Light Fruit (lake

~ White Pound Cake

‘ Sultana Cake

—with--

ewarfs Bakery i

h fax ol the following institutions: ~ University. Woltvllle; 1 '1} Kings University. Windsor, Nova

, college;

. and iPuro Science, ibaw, Medicine.

the final scheme provides for the removal to or setting 11D in Hall-

Acadia

Scone; Mount Allison University Sackvllie, New Brunswick; a Prea- byterlan College; a Roman Cath- olic College; a nonoenomiziaiionai a French Acadlan Col- loge.

lit also provides [or the estab-

cums-rmnar GIFTS roi- every- body at the Rogers Hardware Co.

wmmnm wA-rcues; Reli~

regular srr»

WATE RlPROOF .

The daintiness l a crisp organdie v

1i (‘ollonmeceivecl for tho ‘Wirell time since ‘her marriage at lie!‘ = ivl-"Y new iloine. Wilow Llorncix, _ Wednesday zillolgallli" ' b

Georg“.- '- I4 (‘uh , ' Cotton in r9» i T. Edgar MacNuti

Wllwln Aitkcn. liins. George D. D-r <

use. T..._i.Lii-ie..i5 EAST CHAPTER OF “THEIVSECRET FOUR" noun‘ MISS IT -

. ‘WILLIAM FOX prcsgnifs

CHARLES"

STORY av sconce SCARBOROUGH [ZIQEQTEQ s7 sconiouuuxirana CRWALLACE

Speed, thrills and sensation featured in this snappy Western Picture

H A LAUGH A MINUTE WITH S Larry _Sem0n OF |N

.“The Secret Four” i “The Counter

LAST CHAPTER

u as r r a . 1/ 01° 1/17 , Lovely Ties ................75c,0 V’; SilkandWoolSox Cashmere Clock Sox Pure Silk Rib Sox - Scotch Heather Gloves Camels Hair Gloves -......$1 Lined Mocha Gloves Lined Auto Gloves Unlined Auto Gloves .. $3 Boys’ Fine Golf Hose Brushed Wool Mufflers , _$2 Silk Knitted Muiﬁers . ........._$1_75' Fancy Silk Mufflers‘ .. , Irish Linen Handkerchiefs _5 Irish Linen Initial Handkerchiefs . . . a Fine Shirts, best makers '. . . . . . . $2.00

.--...,__.'

Jumper”

_______;._,-( __

. , ~ l "mlF-“Glflﬁ that Last 51-min: ’ The new Ambassador pattern 1847

A Rogers Silver in attractive gift boxes,

z

full assortment. A 11

o. H. iiavLoR

rs despite. the dismlfrrﬁﬂlili‘ “'03P! _

Jeweler and Engraver

WhlCil'\V0i.llll form tllu ncucleus ol bodies wishing lo set up a non-i the New lluiversily uuller the ll0lllillllllilllOlilll college or to give, ﬁvlwlnu zlrlulllvil, ruscrvcs tlieright ln-r funds and iprnporly set apart to enlvr tho loileriilimi as a uou~ lur llrls l0 u body or bullies wish.- deuominutiouul colivuo or lo jug to form the nonzlenomlzlzitlonzag """'l>'° will‘ "ily uilior bony or college.

New York Woven Cloth Shirts - $3.00 Striped Silk Shirts - --i.. . . . . . Plain Silk Shirts -- -- 1 $6 Fancy Cloth Vests - Knitted Vests ... . . ... . . . . . . Club Svreaters - - - - - - . Fine Velour Hats .... . . . . . . . ......$7. Unlined Buckskin Gloves .. . . Silk-lined Suede Gloves - - - - - ~ Unlined Suede Gloves . . . . . . . . . . . . .$2. Unlined Cape Gloves ...... Lined Buckskin Gloves . . . . . $6 Club Bags, Leather .. . . . . . .-..b\o. Smoking Jackets .... . . . . . Dressing Gowns Boys’ Mackinaws Men’s Mackinaws - ---- - - - - -$10

All small gifls daintil

boxed in holly boxes

Henderson 8i Cudm,

101 Grafton Street

llshment ot a central university embracing the faculties ot Arts

Dentistry and Arpplled Science, and charged rwlth the work ot organi- Iills M rapidly as its resources

ii orders carefull packed, i

" permit, the facilities of agriculture,

rlmrmnrv. lei-my. lire arts and education.

c1|1in|.o1"rn'ro\vn_$r,.~;h~n~u. ‘ A “ D99! Inn. ' " A. jlmm- a no "Ah M0

Dnihvusle Ullllveroity, Halifax,

g ‘ .’i‘;.§l‘..'2"&'.’.'

i-.

I. In‘

. u / ‘MW

You will be happy, too, if you use it in your baking.

Youricakes and bread will be beautiful in col perfect in texture, exquisite in ﬂavour, ' uniform in size. Results are assuredlbecause Quaker Flour has passed rigid tests in our o, bakery before it is permitted to leave the

a Quaker lour p,

' Alwags the Same-Alwags the Best

\ THE QUAKER MILLS PETERBQROUGH and SASKATOON

Also makers of Victoi-Blend Flour, the highest priced bland ﬂour in tilt market-Joni worth the diifcrcrwc-

i ‘o . n prone. ‘(Know n-a. a. llndllolnld a o».

o. . tor more“ I l9‘. mum's lwllfwinm-ouon m“.