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This 1931 advertisement in the New Zealand Free Lance for Wellington’s premier department store, Kirkcaldie & Stains, does not pretend people have money to spare in the depths of the economic depression. It presents 'smart thrifty ideas' for special-occasion and beach wear over the Christmas holiday period. The depression hit in the heyday of the department store. Prices fell as stores put survival ahead of profits.
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Reference: New Zealand Free Lance, 21 December 1931, p. 52 (N-P 1508-52)
Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.