BY SPECIAL REQUEST: REMEMBERING REXALL DRUGS

Oh how we loved the local Rexall Drug Store in our old neighborhood in the Bronx; it had a soda fountain counter for cherry lime rickeys and chocolate egg creams--some of us even had our first job there--and it was always the scene of much activity at Christmas time, a place where you could buy nice modestly-priced name brand things--we got our first Timex watch there--and hey do you remember...flash bulbs...

And Rexall's well-known "Shelf Elf" promotional campaign always promised bargains during the holidays.

Here's a two page Christmas advertisement below from 1965--click on the photos below.  It features popular items at the time--including the ubiquitous G.E. clock radio(!)---and Shiny Brite Christmas Ornaments.  For a history of the rise--and fall--of Rexall, click http://en.wikipedia.org/wiki/Rexall