An automatic web transfer mechanism in a flexible sheet material dispenser includes a web-sensing member operatively coupled with a transfer arm. The member senses the absence of web from a stub roll at a pre-feed portion between the stub roll and a feed roll nip to activate a transfer of feed to the web of a reserve roll. The transfer is initiated by a transfer arm that advances the reserve web into the proximity of the feed roller nip. In a second aspect, a movable front shield opens automatically upon opening of the outer dispenser cover, presenting an opening for pre-transfer placement and retention of a leading edge of web material from the reserve roll. Upon closure of the dispenser cover, the front shield returns to a closed position placing the transfer arm in a pre-transfer set position.