January 3, 1964, Even the till blew a fuse when the sale started. “Sales story of the week – at least as far as the store in question is concerned – is that one of its tills was so overworked during the rush earlier this week that it overheated and fused.

Three men assistants were using it in the shirt department at Heelas. They are now the heroes of the Partnership.

Their department, however, was not the only one to carry on record business.

The linen section depleted its stocks rapidly, buying starting from the moment the doors opened at nine on Monday morning.

The demand here was expected. With the price of cotton going up this year, Reading shoppers are making full use of the old –and reduced – prices before the new stocks arrive. Non-stick frying pans were introduced in the market just over a year ago. This week, they have enjoyed a rollicking trade at ‘end of line’ prices in the hardware department.”