Advert For E. J. Callard & Company, Drapers
Printer: W. H. & A. Nutting
Medium: Print on paper
The custom of buying from stores when they had sales is not a new one. Just as now, many shops did not genuinely reduce the prices of garments in their store but instead as the draper E. J. Callard has on this leaflet, they advertised the sale of bankrupt stock or fire damaged goods. This meant that they could hold a sale for a few days and poor quality goods or stock that had not sold from previous seasons.