22 STATION BULLETIN 347 



and markets, the least (7.4 per cent). Those from chain stores showed 

 the largest number of bruises (averaging 176 per 100 fruits), and 

 those from independent groceries and markets, the fewest (averaging 

 118 per 100 fruits). 



Sales. Weekly sales of Mcintosh apples in different types of 

 stores in December, 1940, ranged from an average of 2.1 boxes in small 

 grocery stores to 21.2 boxes per week in self-service chain stores. 

 Over half the weekly sales of Mcintosh by super-markets were made 

 on Friday and Saturday, according to test sales. The rate of sale for 

 Mcintosh in retail test sales was over twice as great in the afternoon 

 as in the morning. 



Large size (3 inch) Fancy Mcintosh sold best in test sales in 

 chain markets and returned the highest profits. Faced Mcintosh (red 

 side out) sold over three times faster at retail, and for more money, 

 than unfaced ones of the same grade in an adjoining display. Gross 

 profits on faced apples were about four times as great. Appearances 

 certainly do count in customer appeal and in profits from sales. 



Bruising reacts on sales. Unbruised apples in test sales sold over 

 three times as fast and were far more profitable than conspicuously 

 bruised ones of the same grade. In about half the stores in which in- 

 quiries were made, Mcintosh apples were sold from the original box. 

 These were in better condition than those which had been rehandled. 



Prices. Small price increases did not reduce sales in several test 

 sales where apples were the very best and prices did not exceed 8 cents 

 a pound. Quality and condition were more important factors than 

 price in the sale of the best grades of apples. 



Margins. Average gross retail profits observed in seven cities 

 varied from 32 to 43 per cent. Average gross profits in 207 stores 

 varied from about 37 per cent in chain and independent stores to 47 

 per cent in fruit stores. 



Displays. Of 211 stores contacted, 47 per cent had apples on dis- 

 play in front windows, and 29 per cent had Mcintosh apples. 



Packages. Retail packages for apples have not been very success- 

 ful to date because of cost or because they have not properly displayed 

 the fruit. But some new developments look promising for use in the 

 sale of high grade fruit. A tray or display package to be set in place 

 in stores by the grower or packer could answer the bruising problem 

 at least partially. 



Handling. Dropping a box of apples greatly increases the num- 

 ber of large bruises. Hauling apples on the back of a lightly loaded 

 truck causes greater increase in bruises than does hauling in a loaded 

 truck or on the front part of vehicle. 



