“By X-RAY shoe fitting.
In fact, it’s dangerous to have your child’s shoes fitted any other way. The tender child foot with its soft bones and pliant muscle can be compressed into almost any type of shoe. The child, feeling no pain, cannot tell if the shoe fits properly or not.
That’s why we insist upon fitting children’s shoes by X-Ray. That’s the only way we, and you, can be sure that your child’s shoes will help to develop normal, healthy feet for a lifetime of foot health and comfort.”
Sears advertisement in the Spokane Chronicle, August 12, 1943, via Clickamericana
The Intermediate Period 