THE PUBLIC’S BUYING POWER

Dominion, Volume 32, Issue 63, 7 December 1938, Page 10

THE PUBLIC’S BUYING POWER

It is important that New Zealanders should appreciate the lull purpose of the campaign to encourage secondary industries, which was opened on Monday evening by his Excellency the Governor-General. In the past, such campaigns have been promoted and conducted mainly by manufacturers themselves. Their primary object has been the stimulation of the sale of New Zealand-made goods in order that the industries concerned may prosper and provide more employment. Ihe worker and his wife have been invited to remember that in their day-to-day buying they have the power to make or mar the future of thousands of fellow-citizens and fellow-workers. In the present appeal, however, there is a more urgent note. New Zealand is importing more than she can afford, and producing less than is required to offset the Government’s heavy spending programme. If the required balance is to be restored by other than artificial means, the aid of the retail purchaser must be forthcoming without delay. In 1937 goods to the value of £56,000,000 were brought into this country, and of that amount £14,591,000, or 26 per cent., represented finished consumers’ goods, or, in other words, manufactured products and articles. A proportion of .these goods did not compete with tffose of New Zealand factories—for we are far from being self-contained industrially—but many millions of pounds’ worth could have been replaced in the homes of the people by goods made in the Dominion. ... . A time has come for the retail buyer to discriminate in favour of New Zealand products, not only to maintain economic progress, but in the interests of economic safety. This year Christmas shopping has begun early and promises to be brisk and heavy. The Government’s campaign has been inaugurated too late to affect the volume of overseas orders for the Christmas season, but the opportunity is one for the public to. indicate preferences and influence trading policy. If this be done on a Dominion-wide scale, a good start will have been made with the task of revitalizing secondary industries —a task which must be placed in the forefront of national endeavour during the year that lies ahead.