(Source of image: Florida Collection, Main Public Library, Jacksonville, Florida)

"Where Shopping Is a Pleasure"?  Furchgott's Department Store pretty much claimed this during the Forties.  Listen to how it described its fourth level: "Characterized by the cumulation of affiliated departments, the fourth floor makes shopping almost as pleasant as a pastime to the Furchgott customer.  Here such necessities as bedding, rugs, lamps, linens, and notions are found in numerous assortments.  Directly in the northwest corner of the floor is an unusually imposing drapery department. Here at all times is a decorator inspired drapery show room, where the latest trends in home furnishings are displayed, and where expert advice is offered.  The woman who sews will find a complete department of rayons, acetates, and cotton fabrics from the foremost fabric mills."  The floor also offered pictures, mirrors, venetian blinds, a closet shop, and a shower shop.