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May 31, 1940
Black Quotidian: Everyday History in African-American Newspapers

May 31, 1940

On May 31,1940, the Atlanta Daily World featured an advertisement for new shoes, “dainty all-white style successes.” The advertisement, from Burt’s Shoes, was well timed for the fashion rule to not wear white until after Memorial Day. Burt’s Shoes advertised regularly in the Daily World and made it clear that black customers were welcomed at “one of the finest and largest stores in the entire South.” When the Daily World announced the opening of the second Burt’s shoe store (29 Whitehall) the paper noted, “the store is large enough to accommodate everybody.”