Christmas

Dominion, Volume 33, Issue 73, 19 December 1939, Page 6

Christmas

Comes To The WAIRARAPA!

IT is onlv for a brief season that we give free e xpression to the goodwill which we may feel but wrf make no parade of during the year. And at that season —which is now with us—we translate our sentiments into pleasant gifts of a more or less permanent, nature, so that the recipient may have a sweet remembrance, a token with the the fragrance of friendship about it. - m Loyally each year we, make our purchases, and send out our messengers of goodwill . and regard. Loyally we remember friendships of yea rs past, and breathe into them a new life and freshness. The season is one of many loyalties, ail of them precious.

gO it is well to remember that there is a loyalty that is sometimes forgotten, especially at the Christmas season. . . . Loyalty that all'Wairarapa people owe to the district. It is the one loyalty that receives scant regard through the year, or at any season, and country and townsfolk will do well to consider it. Every year a steady stream of capital flows out of the district. Highways and automobiles have annihilated time and distance, and as the opportunity to shop in the cities increases, so the coun-

try townships lose valuable custom. And yet, apart from the satisfaction that many people obtain from being in a crowd of shoppers, there is no valid reason why they should shop in the cities. Masterton, in particular, can offer as fine a quality of goods, as excellent a range, and in most cases better values than can the big city store. In J:he Wairarapa, rates are low, shop rents are comparative-

ly small, and capital values are well down. The customer of the township store is the one who benefits from these factors, for goods which carry least overhead can be sold cheapest. Remember, Wairarapa business men do not ask that you shop in the towns as a favour. All that they ask is that you use common sense. “Look, they say, “we can give you as wide a selection as any city store. We can give an up-to-the-minute seivice. Why, in the name of sanity, should you travel many miles to purchase, often at a higher price, the identical goods

you may buy in your own town r’ 'Hie argument admits of no reply. But, laying aside the cold facts of business for a moment, there is another point which has already been 'mentioned. . . • Loyalty to the district. If loyalty to a tradition and a friendship is important, how much more so is that loyalty to the district which provides you with your living ? Money spent in the Wairarapa is money invested in your own future, because on your doing so depends the future of the Wairarapa. Money spent in the district assists in its development, and everything spent outside re-

tards its progress. Upon your loyalty to the retailers of the towns, too, depends the progress of the many civic amenities and institutions which make life so pleasant. Be fair to them. Note these advertisers who bring these facts to your notice, and when you come to do your gift-shopping, call on them. See for yourself that they can compare favourably in stocks and service with any city store. Then make your purchases, and

with them your New Year resolution. . . . Henceforth to remember vour district and to nw# SHOP IN THE WAIRARAPA!