Daniel Low’s January Reduction Sale 
One week, beginning January 20, 1913. 
ONDAY, January 20th is the date we have set for the opening 
of the sale that our patrons in all parts of Essex County have 
been looking forward to for weeks! It is our Annual January Re- 
duction Sale. ‘This sale is so well known and so eagerly awaited that 
we are receiving daily, almost hourly, inquires as to the date the sale 
will open. 
This is a Reduction Sale from two points of view—yours and ours. 
For the purpose of reducing our stock before taking inventory we are 
reducing our prices to you on hundreds of regular stock articles. 
Every year when Christmas is over and we come up to the time of 
taking our inventory we find that in our enormous Mail Order stock 
we have many numbers that have been discontinued in our Year 
Book to make room for the later goods. Other articles which would un- 
doubtedly have sold rapidly were they shown in our Year Book, have 
been received too late for illustration. Stil! other goods which we have 
imported have been received too late for the Christmas trade in our 
Retail Store. And there are always certain odd and individual things, 
—particularly suitable for gift purposes—which remain after the 
Christmas rush is over and which we would rather sell at a reduction 
than carry over. 
For these reasons it is our custom each January to hold a Reduct- 
ion Sale, placing the goods included in the sale right out on top of the 
counters, each article plainly marked with the regular price and the 
special reduced price, so that you may see for yourself just what you 
are saving on each purchase, and so that you may look around to your 
heart’s content, comparing articles and prices and judging the fitness 
of each article to meet your needs, without involving the slightest 
obligation to purchase. 
The sale will include gold and silver jewelry, toilet and table silver, 
china and cut glass, clocks, stationery, leather and brass goods, travel- 
ers’ conveniences and many unique novelties not to be found in any 
other stores. The price reductions will be decidedly worth while, 
varying of course, on different articles and ranging from 10 to 50 
percent. There will be excellent values in each department—enough 
to last all the week, but of course the earlier you come the better will 
be the selection. 
Many people take advantage of this sale to buy birthday gifts 
months ahead and to anticipate for next Christmas, as well as to pur- 
chase articles for their own personal and household use. That is the 
secret of many shrewd shoppers, who always seem to be well prepared 
for each occasion as it presents itself and who have well-appointed 
tables and well-equipped personal toilettes. 
We think it unnecessary to say anything more. Essex County 
people know so well what a Sale at Daniel Low’s means that our 
store is crowded almost from the minute the doors open. To give a 
list of the hundreds of remarkable values from all departments of the 
store would be almost impossible. We ask you to come and see for 
yourself, for in that way only will you learn what opportunities for 
saving this sale affords. It will be profitable for you to come, though 
you live at a considerable distance.” See to it that you are not one of 
the disappointed ones who “forgot about it until it was too late.” 
Remember the date, Monday, January 20th, beginning at 8:30 A. 
M., and continuing during the week. 
NO MAIL ORDERS. 
Daniel Low & Co., Inc. 
Jewelers and Silversmiths 
Salem, Mass. 
North Shore Breeze, Jan. 17, 1913. 
