RETAIL TRADE: The Night Owls

When Shoppers World, an $8,000,000, 44-store suburban shopping center, opened last fall at Framingham, Mass., 20 miles west of Boston, it tried an experiment. Its shops decided to stay open until 9 p.m. each Wednesday, Thursday and Friday. The experiment worked so well that the stores stayed open five nights a week during the Christmas rush, and last week all but three of the shops decided to go right on staying open three nights a week. Reason: they did more business at night than in the daytime.

Their decision was the latest evidence of a great change in U.S. merchandising,...

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