CHRISTMAS SHOPPING

Hawke's Bay Tribune, Volume XXI, Issue 303, 7 December 1931, Page 7

CHRISTMAS SHOPPING

EARLY BUYING ADVISED. AVOIDING THE LAST RUSH. With the near approach of Christmas and the appearance in the shops of special Christmas displays the thoughts of the majority of the Hastings people will be diverted to the annually recurring problem of Christmas shopping. Although a problem, it is only so in a pleasurable sense, such as a problem of bridge, but if too long delayed it is liable to result in complications. The significance of the injunction to shop early is often not fuflly appreciated, the impression being held that the shopkeeper gives that advice with bis own convenience as the sole consideration. The Christmas shopper, however, will not have far to seek for reasons why he stands to benefit by making his purchases early. In the case of the shopkeeper it is obvious that his burden is lightened by having it spread over a period instead of having it thrust upon him in a frenzied, last-minute rush, but this advantage cuts both ways. Every purchaser feels that he is entitled to attentive service on the part of the salesman, but this can in fairness be demanded only within the limits of human endeavour. ‘ A seething crowd of shoppers cannot expect the normal, considered service from a salesman who finds himself the centre df a clamorous demand. It is to men that this aspect of the matter will appeal most, for men are traditionally unhappy shoppers. They do not ns a rule revel in the shopping crowd in which women find so much delight, yet women, too, will find t t the advice to shop early is sound. The selection of Christmas presents is a rite that calls for careful observance, and if hurried is almost bound to lose its thrill. It is a depressing experience to spend weeks of careful preparation in compiling a list of presents 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 persona] comfort, retreat precipitately with a purchase that is almost, but not quite, what one specifically set out to buy. By shopping early one does not run the risk of these disappointments.