SUNDAY TIMES 12(A)

[willable]

12(A) this object can be reserved if seen before end of sale(5)
have got D?M?R LOOKS LIKE DEMURE BUT WHY? THANKS IN ANTICIPATION

[Lie-in King]

12a Demur (object) - add to (sal)e (end of) for 'demure' (reserved)

[willable]

thanks lie-in king can always rely on you

[BWinML1]

You're on the right track.
Reserved = Demure
End of SALE is the letter 'E'

Therefore, take the letter E from Demure & you have the answer.
DEMUR = To object to something

[dannyk13]

Demur= object + e = demure(reserved)