APPROACH OF CHRISTMAS

Greymouth Evening Star, 10 December 1929, Page 4

APPROACH OF CHRISTMAS

NEED FOR EARLY SHOPPING Special displays which now appear in the windows of the shops have served to remind the public that Chris mas is close at hand and that selection of seasonable presents requires consideration. From now until Christmas Eve there will be an eveiincreasing number of Christmas shoppers preparing for the season of givAt the present time many people have devoted scant thought to the problem of Christmas shopping, preferring to shelve it for future reference. As the period before Christmas Day narrows, the problem will gain increased significance, until finally action is imperative. There will always be the last-minute shopper who has become confirmed in his dilatory habits, but there is reason to believe, that an increasing number of people has come to realise the wisdom of making an early selection of presents. .In late years it has been the experience of traders that more and more people plan their presents well beforehand and make a considered selection. Especially has this been so in the case of the man, who, it is stated, is rapidly becoming as discriminating a shopper as the woman. There is a very jjood reason, why advice to shop early this season will not be misplaced. A wet November has been experienced and this has had the appreciable effect upon the volume of purely “gift” trade which has passed through the shops. The buying period has become restricted and an undue amount of rush and bustle is feared should buyers not spread their activities over the present month. Other factors also make it desirable that an early selection of presents should be made. The early shopper has the privilege of choice and he is able to obtain the cream of everything available. In most lines of gift material there is very little duplication and the article which embodies the fashion for the moment quickly disappears from the show-case. Having time at his disposal, the early shopper is able to choose wisely and obtain a gift which will be appreciated by the recipient. In this, help is gladly given by the shop assistant, who is more free to devote individual attention. A much more restricted variety of choice is open to those who delay entering the shops until the. height of the Christmas trade activity. The stock of special gift lines will then be greatly depleted. As the majority of these lines have a seasonable sale only, traders take particular precautions against over-stocking. Consideration should also be given to the position of the shop-assistants, for whom the last few days before Christmas Day are extremely exacting. The assistants are called upon for a large amount of extra work, which can be greatly eased if shopping is distributed over a longer period. It lies with the public as to how greatly they will be taxed over the season.

Traders are optimistic regarding the prospects of the season and it is expected that the turnover will be as large as in any previous year.