BETTER OUTLOOK

Evening Post, Volume CXVIII, Issue 114, 10 November 1934, Page 10

BETTER OUTLOOK

CHRISTMAS SHOPPING

POSITION ' IN WELLINGTON

INVASION OF. STYLE

Christmas comes but onco a year, And when it comes It brings good cheer. / There is an old rhyme running something like that. Just how true it has' been of recent years is perhaps open to question. Christmas comes all right, but for tho last three or four years, say, Christmas probably has not been, a time of such great good cheer as is envisaged in the simple old rhyme, though, happily, in spite of the many difficulties confronting the people and the fact that economic clouds have not cleared away, it has not been entirely impossible for the members of most families to coax into their outlook at least a little of the Christmas feeling. What are the prospects for this Christmas 1 From the shopkeeper's point of view, the purpose' of this review, they appear to be 'better. Conditions have not improved to such an extent that Wellington shopkeepers feel justified in 1 breaking into song over the prospects of the Christmas trade,'but they seem to be quietly confident, and generally, it would seem, admit that things are a little brighter than they were at about this time last year. GEOGRAPHICAL DISADVANTAGE. One of the heads of a large drapery and importing .establishment in Wellington informed a "Post" repo/ter ' that although the indications pointed to brisker business than was done at Christmas time last year they were nothing to get excited about —not yet, anyway. - He'was reminded 6f a recent report from Dunedin in which' a distinctly optimistic ' picture * was drawn.- Business people down there, it was suggested, appeared to be rubbing their hands with glee. ■' * "Ah/yes,1" was the reply," "but Dunedin and 'Christchurch have an advantage over Wellington." ' This Was something of a surprise, and ' it prompted a" question as to how this was so. The explanation given was that Wel--1 lington^ suffered . because of its geographical position. The city was light' at the extreme end of the pro- , vince, and because there were quite large -towns in the province, such as, „ for example, Palmerston' North, - the money derived from the sale of primary produce filtered through to Wellington, whereas in the Canterbury and Otago provinces" Christchurch and Dunedin were really the only big centres and the shopkeepers "there benefited accordingly. So far as over-the-counter trade was concerned the shops in Wellington were dependent upon the wage earner, and his position had not altered very materially since last year. Wellington indisputably was a city of wage earners. Against the viewsexpressed by this shopman, ( however,,it may be said that ( Wellington' must reap some benefit by virtue of its.greater,floating population than that of South Island towns. The question was asked if the increase in public servants' salaries had had any marked effect. The answer .was given th'at-tho increase in public servants' wages had not meant a great.deal. It had helped more psychologically than materially. , The increase showed that the Government had more -confidence, and the attitude adopted by the Government, as all business people knew,1 counted a lot. Another matter mentioned to "The Post!' reporter was that Wellington, as ill many things, was slow to get under way. Experience in other cities had shown that Wellington people were inclined to be apathetic. The managerial head, as an instance, referred to a special exhibition that had been arranged. Altogether, ho said, 1500 invitations, nicely printed, were sent out to customers and certain others who it was thought would bo 'particularly interest- - cd,'yet'only aboutsSO people turned up. WHAT THE PUBLIC ARE BUYING. The very definite opinion was given that people were buying better quality goods nowadays. For a long time, it was pointed out, the public had been content with just serviceable and presentable goods that could bo turned out in large quantities at medium -prices, but people had become tired of the cheaper stuff, and the-demand was for the better class goods. Bathing costumes nowadays are regarded as "style" garments. There may not be much of many of them —too little, anyway, to encourage the belief that tho moths will have other than a lean season—but they occupy a corner of their own in the fashion world. Any old kind of outfit will not do on the beach today. Fashion must be consulted. It was amazing, it was stated, how "beach" business had gone ahead in the last few years. Many women today paid as mu,ch for a bathing costume as they used to pay for a ■ frock. There were some costing 50s. Bathing . costumes, wraps —tho whole business had gone into the style field. "If tho weather f emains good," '-continued "The Post's" informant, "we reckon wo are going to have the biggest beach season for years. The New Zedlland mills are making very much more attractive garments; in' fact some are quite up to the very best of the imported goods. ■ We are definitely finding it easier to sell a 45s bathing costume (than to sell a cheap 10s 6d one." THE BOLDNESS OF HAN. 1 The impression was gained in the discussion which followed that mere man, for'so long the butt of cruel woman's criticism in the fashion field, is also launching out. "Launching" is per- , haps not'quite the word—he is becoming a little more courageous. The men's department, it was stated, even- the manchester department—style had invaded them all. Colours had had a great win. JEWELLERY TRADE. The director of a large jewellery firm is confident .that brisker business will be done this Christmas. He based this opinion on the returns for the year. "The year all through has been better Ihan last," he.said. "Each month has shown an improvement; indeed, August was our best August for fivo years."- ---' He said he thought it was correct to say that the amount of business being done in the jewellery trade could be taken as a fair index of the economic conditions. Unless people had some .surplus money they usually did not buy jewellery. ' « "We find that pooplo are going,back to silverware for wedding presents," "The Post" reporter was informed. "People have been buying^ all sorts of knick-knacks,' but -they have found apparently that ' gifts 'of that kind do not give the service. Silver is more lasting. With glassware, if it falls, the gift is gone." Now that it was known that the ex.change rate was practically fixed and stable more goods were being imported, and therOj was a greater selection of articles from which to make a choice. <A keen demand for greenstone for sending overseas was noticeable, ami, Though -probably it was not generally recognised, every piece of greenstone 'that went out of the country advertised the Dominion. Tho demand for watches wns good, and diamond rings were also (foiling well. August was a pa'rticularlv good month for diamond rings, which

-seemed '.to indicate that^CupM 'iad ibeon bus'il^-'ijbjwo^ki^^v.;^;^-^?':;:'■■■■ [:^:X.-;^':-''- ■:; :S'';:--y the DiriKE's yisiii :■ v':%;;{. Divergent/views' were; expressed. on the* 'question;-;of ■■, ■whether ':'i the -,arrival of. theiDuke of GlpuriesVer* shortly "before Chnstmas would affect business a&yiarselyVbr. tend to improve it. The •jewellery' head,' apparently attaching value to :■ visitorsv to the ■ city,; seemed to think'it iwouldVdo .n6':;harm.; The drapery 'man i gave ;. tKe ;impression of being a' little and-,that • some at-least; of-;the shopkeepers would be better pleased if the?" Duke were riving this^month or if/the visit cjould be ; postponed until January. This is:a matter,. however,;:;jvliichi rit scenis, should : littlei 'cause 'for: concern^: It',-wai pleasing to 'find shopkeepers in a"more;happy■;frajne{of mmcl.; Cpnfldencp ■^*n'"l^ «°^T!«- +n' be 'returp.'ing.- ■•;■■.-;:' ■:':',■ :-■■:'■./■ : -'- .\; k