AVOID THE RUSH

Greymouth Evening Star, 19 December 1933, Page 5

AVOID THE RUSH

SHOP EARLY FOR CHRISTMAS. Bright sunshine, bright window displays, bright lights, bright interior stocks, and, so far, fairly bright retailers, are outstanding features in the business area of Greymouth, this week, The rush of customers for Christmas has not yet got into its stride, but the volume of business is slowly increasing, and there seems little reason to doubt that, when the shops close their doors on Saturday night, the returns will be at least equal to those of last Christmas. At any time during the twelve months, it is obvious that great advances have been made in display methods among the Greymouth business people, and the installation of modern shop windows and electric lighting has enabled the stocks to be displayed to the best advantage. At Christmas-time, in particular, the displays made, in proportion to their size, lose nothing in comparison with city standards.

The heavy rain of Saturday last was a noticeable setback to business. A good day was generally expected, but the weather conditions were so unpleasant that country residents, especially, were deterred from making the journey to town, much to the disappointment of the children, who naturally looked forward to an introduction to Santa Claus. Nevertheless, one draper stated that it was surprising the amount of business got through, his large shop being busy all day, despite the rain. With the brilliant weather now prevailing, and the conditions apparently settled, retailers are looking forward to busy times for the remainder of this week, and especially on Saturday night, which, so far as trading purposes are concerned, will be Christmas Eve.

It is noticeable that “cutting-in” is still in vogue; that is to say, business people are becoming less and less inclined to keep to their original goods, but are adding to their stock other lines, previously recognised as being exclusive to other retailers. Keen competition has resulted, and much price-cutting, the benefit of which, apparently, is being derived by the general public. In some cases, it is stated, goods are being sold at less than cost prices, but these may be regarded as “catch.” lines. Most attractive devices are used for tho packing of gift articles, and the ingenuity of the manufacturers is still far from exhausted. Among the wrappers are some depicting old English scenes, and these will appeal particularly to the numerous people from the Homeland, who have made their way to the West Coast. There is no lack of variety in the stocks, no matter what the type of business establishment visited, and, as one retailer remarked, “The stocks are right, the prices are right, and all we want are the customers.”

Among the many handsome gifts available to shoppers this Christmas season is a. very attractive and useful variety of decorated packages of tobacco and cigarettes displayed by the retail tobacconists. These include tins of 50 cigarettes under popular brand names packed in tastefully decorated. wrappers all ready to post. Among the wrappers, which provide a striking example of the high stage of development of the printer's art, are Some depicting an English tavern scene and typical old English coaching scenes. Another useful packing of cigarettes is a tin of 50 packed in a handsome bakelite container with a screw, top lid. This article is suie to appeal to the large section of purchasing public who prefer gifts entiiely manufactured in their own country. Tobaccos are offered in glass jars at reasonable prices. MONEY FOR CHRISTMAS. The arrival of two large vessels, to load timber for Australia, just prior to Christmas, is as good as a gift in their stockings to the Greymouth watersiders, who, during the yeai, have been experiencing a very lean time. With mechanical methods oi loading, there is not much money in the coal trade for the workers on the wharf, but the timber boats are a different proposition. The timber has to be man-handled, and the financial results are consequently more satisfactory. The Karepo, which sailed to-day for Sydney and Newcastle, castle, took away between 600,000 and 700,000 superficial feet of timber, and the Kalingo, which arrived this morning', is to load approximately 700,000 superficial feet of timber for Sydney and Brisbane, sailing before Christmas. The Gabriella, which also arrived to-day, will load coal and timber for Auckland. The unemployed at Greymouth, although their lot is unenviable,. might have been worse off this Christmas, but for the action of the Greymouth Borough Council, in providing extra work. The sum of approximately £350 will bo distributed this week, in this connection. In view of the extra work provided, and the additional earnings, there will be no special distribution of goods before Christmas, from the Mayor’s Relief of Distress Fund. The unemployed will also receive the ordinary week’s pay, and two weeks’ holiday pay in advance, from the Unemployment Board. The State, Dobson, Wallsend, and Blackball miners are all to receive a pay prior to Christmas, and, despite the short time worked, they will probably be able to put a few shillings over the shop-counter, to maintain the Christmas traditions.

During the ensuing few days, the thoughts of the majority of the people will be diverted to the annually recurring problem of Christmas shopping. Although a problem, it is only so in a pleasurable sense, but >f too long delayed it is liable to result in complications. It is a depressing experience to spend weeks of careful preparation in compiling a List of present.-, that will bring most happiness to the recipients, only to rush into the shop at the last, minute and find that available stocks have been sold. What, perhaps, is definitely annoying, is to fight one’s way through a seething crowd and, for the sake of personal comfort, retreat precipitately with a purchase that is almost, but not quite, what one specially set out to buy. By shopping early one does not run the risk of these disappointments. The selection of Christmas presents is a rite that calls tor careful obseivanct, and if hurried is almost bound to lose its thrill.

Another point should not be overlooked: The shop assistants are only human, and are entitled to consideration. It is not fair to leave shopping until the last few minutes before closing time on Christmas Eve, and then to expect 100 per cent, attention and courtesy. A better selection of goods,

less crowding, and much more satisfaction is derived from early Christmas shopping. Shoppers who remember this, will receive a vote of thanks from business people and their staffs.