ISITT'S MESSAGE.

Press, Volume LIV, Issue 16402, 23 December 1918, Page 8

ISITT'S MESSAGE.

AX IMPORTANT MATTER AFFECTING PRIVATE FINANCE.

The reduced buying power of the sovereign has greatly offset tho benefit of the high wages of to-day, 60 Christmas shopping is, in many ways, people in a dilemma. Evervbody has a number of. friends and relations to Trhom they wish to give some tangible expression of esteem and regard during tho next few days. Naturally, then, when a store carrying ideal gift goods offers the whole stock at reduced prices ranging from ton to fifty per cent, off, a big demand for their goods is created. And that is just the position at Isitt's to-day. "A sale when most needed. df the goods most needed," has put a severe tax on their staff, admirably organised and urbane as it is. Every day has witnessed a large attendance at' Isitt's book store in Cashel street. Expressions of delight have been Tife among the pleased customers at the generous price reductions and the magnificent stock.

To-day and to-morrow will see Isitt's sales staff "going eyes out" —to use a vulgarism. Isitt's message is: Shop early-;—go to Isitt's book sale first—it is to your advantage. Of nil shops, a book shop is proably the best at which to select Christmas presents. Books are ever popular, and there is always something suitab'e for everybody, 'isitt's carry a splendid stock of books. All the latest fiction, books of travel and biography, standard poets in presentation bindings, and there are thousands of daintily-bound booklets which are largely taking tlio place of Christmas cards. A_ big feature also is leather goods. Writing cases, purses, dressing-cases, ladies' bags, letter-cases, travelling bags, wallets, and brush sets, are held in high esteem as presents, and of these Isitt's stock is well worth inspecting. In nddit'on to the sale reduction, Isitt's also_ initial good free. Bibles, Grayer, Hymn, and Devot'onnl Books in every conceivable style of binding will find many purchasers, and for children there is an endless variety of picture and story booksall beautifully illustrated. Christmas Cards and Calendars of exquisite style are in great profusion, with a fine assortment of Scripture Cards, suitable' for. ; Sunday-school teachers to give their scholars. A new departure is a denartment carrying useful toys, ideal gifts for'the toddlers. Fountain Pens, Photo Snap, and Autograph Albums, Meccano Sets, and manv other lines suitable for Christmas Gifts are obtainable at this progressive firm. G