CHRISTMAS SHOPPING

Evening Star, Issue 20981, 21 December 1931, Page 8

CHRISTMAS SHOPPING

ATTRACTIVE DISPLAYS AND GOODS RUSH HAS ALREADY SET IN An appreciable improvement in business. and an improvement that is mucn appreciated by retailers and whoiesal*ers, is reported in Dunedin. Ihe Lnristmas shopping rush has set in in earnest, perhaps a little later than .in previous years, but none the less spirited and U The people are spending liberally, though, as was only to be expected, the volume of money m circulation is less than in past years. For several months trade has been in the doldrums, and Christinas, always a brisk time for merchants and shopkeepers, is more than welcomed. The tone of optimism in trading circles is high. The ..turn to better conditions has been taken on a wide semi-circle, but the confident reeling‘is that trade is now heading on the straight towards th© point or good times once again. The festive, season qnfailmgly brings a loosening of the purse strings, and the public are certainly spending much more now- In fact, as compared with mid-winter and Christinas trading of two years ago, the figures for this week are proportionately high. However, thrift has been strongly inculcated in the public during a'difficult year, and a reduction in the spending power or practically the whole community is now having its effect. The buying is consequently keener; the people are searching for quality at the lowest price. Another reason for the greater quest for lower-priced articles is the increases in duty and the adverse rate of exchange. And as a result of the economic conditions, many of the Christmas display articles, which cannot .be termed necessities, are. not showing any appreciable reduction in price, as compared with a year ago. Since the first week in December all the shops have been arranging special window displays, and if the trade falls below the volume recorded last year it will not be due to any wanting of effort on the part of the retailers. They have made very attractive and bright displays, as if business circles were not in the least troubled by the difficult trading conditions and the past months of stagnancy; their optimistic _ plans should nave a definite psychological effect on the buying public. it is a truism in all walks of life that nothing succeeds like success, and the good cheer of the retailers and the business community generally at this penod is enlivening. , To attract trade, every class ot manufacturer has been compelled to make his goods all the more appealing to the public, and' in every shop the range ot articles is better than before. And in keeping with the times, the goods to suit the poorest of pockets are more extensive. In every way the Christmas shopper should be well satisfied, tor he or she will have little difficulty m purchasing gifts to suit lus or hei means. , . . <- As has been their experience roi several years, the jewellers are finding that there is a diminishing demand for the expensive articles, but they are enabled to retain their trade by ottering a bewildering array of trinkets and cheaper jewellery. Scent sprays are being displayed in a wide range of designs and materials, while manicure and toilet outfits arc still in demand, toi the simpe reason that, though the quality has been improved, the prices, it anything, are a little lower. Crystal ware is it popular gift. In the fancy goods shops a remarkable range of handbags provides one of the main displays. The prices range from half a guinea to seven guineas. All tastes and purses are suited. Novel pottery book ends have . caught tlie public ’ fancy, while the bridge enthusiasts will have little bother iu selecting a small gift for their playing friends. The recent fluctuations in exchange rates have increased the price of scents and some powders, two articles ranking among the most popular of Christmas gifts- ' .

No matter how had the conditions, noi parent or relative would think of forgetting the children. The Continental and the English toymakers have sent to New Zealand 'consignments of toys that would transport every child on al shopping tour with its parents to dreamland. The toymakers’ dreams are some* thing real this year. Tho frail, was doll of several seasons ago has given way to a doll more- material and lifelike. Mechanical toys are rapidly com, ing back to the market, and the range' is now comparable to that offered before tho war, when the German manufacturers could not be approached for the quality of their toys. Many of the mechanical toys are amazingly ingenious; they are solidly built, and likely, to stand any amount of hard play by the most destructive of children. The drapers and the mercers are always assured of a busy time at Christmas tide, even if they had to depend alone for trade consequent on the need of replenishments of wardrobes. After, holding off their buying for soma’ months, the mass of the general publo is now finding that its personal needs require attention. While the tailors have not experienced anything approaching the usual Christmas rush, the mercery branches of all establishments have enjoyed a decided fillip in patronage. Gifts for men are most attractively boxed, and the extensive. range/ from ties and sox to dressing gowns,* should make the problem of shopping in this-particular line easy for both sexes. This may be said with even greater confidence of shoppers in the drapery shops. All manner of frills and foibles are presented before the shoppers. No matter how. simple or low the cost of the article, it is attractively displayed. Last Friday night saw the actual start of the Christmas trade.* and on Saturday morning tho shops were working at pressure. The “shop early ” slogan is again being freely used, but there is a doubtful charm and excitement about late and Christmas eve shopping that few do not enjoy.: ■ ; -