During the First World War, department store employees enlisted in large numbers. Rivals such as Eaton's and Simpson's collaborated to support the war effort. Many goods previously imported from Europe were no longer available. During and after the war, many companies initiated expansion programs.

1914

Simpson's builds an 11-storey mail-order warehouse in Toronto.

1915

Scroggie's sells its operations to Almy's Limited, a company representing American interests from New York and Massachusetts. Almy's keeps the business going, with a mail-order division occupying most of the sixth floor, until 1922 when it ceases activity.

Eaton's and Simpson's expand in the East and West. Eaton's establishes a distribution centre in Saskatoon. Simpson's builds an eight-storey warehouse in Regina in 1916. Eaton's establishes a second Saskatchewan warehouse for heavy goods in Regina in 1917. In 1919, Simpson's builds a five-storey mail-order facility in Halifax.

1919

In response to the Canadian government's Soldier Settlement Scheme, Eaton's produces a booklet for soldiers planning to farm in the West, containing "the full requirements of a soldier."

1920

Eaton's opens a regional mail-order headquarters in Moncton. Eaton's mail-order business peaks at $60 million. Simpson's catalogue business is worth $13.1 million.

1922

Intending to cash in on the burgeoning French Canadian market in town and country Dupuis Frères, a Montréal department store established in 1868, issues a French catalogue. Dupuis Frères uses religious and nationalistic themes to sell its merchandise.

1923

Simpson's receives permission from the Post Office to distribute catalogues to all post office boxes on rural routes. Rural Mail Delivery, first introduced in 1908, is responsible for the advent of rural home delivery to mailboxes located up and down country roads and key to accessing a good part of the rural market. The country can now be blanketed with catalogues.

1925

Army and Navy, a Vancouver-based department store chain, opens a mail-order business headquartered in Regina.

1928

Eaton's introduces a fully automated mail-order processing facility in Montréal, but shuts it down just three years later.

1929

The first priority of Simpson's new owners and president Charles Luther Burton's is to overhaul the mail-order department.
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