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August 1949

Miracle on 34th Street

THERE was a recent movie by that title in which some wondrous things took place. It was a Hollywood version of a "spiritual experience" in which not only the individual characters but even Macy's and Gimbel's saw the simple wisdom of "Live and let live." In a great burst of brotherhood, Macy's recommended Gimbel's and Gimbel's sent customers to Macy's. This was the mercantile miracle. And it was profitable for all--Macy's, Gimbel's, even the customers.

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