EASTER IN THE SHOPS.

New Zealand Herald, Volume LIII, Issue 16205, 15 April 1916, Page 4

EASTER IN THE SHOPS.

DISPLAYS FOB HOLIDAYS, MANY ATTRACTIVE WINDOWS. GOOD' BUSINESS'. PROMISED. Again the Easter holidays are in.sight, and tho business places of. Auckland arconce more taking on their holiday appearance. Tho evo of i season of general cessation from work is always,a time for shopping. Thore are requisites for yachting trips and land excursions to be laid in, and the thousand and one provisions for- the ' period *of relaxation to be provided. ■'. Notwithstanding war conditions, tho community seems in no mood, and under no compulsion of necessity, to stint itself in Tegard to its purchasing, whether for ordinary household purposes or for the special purposes of the holiday period. The impending change from autumn to winter also brings on the time of tho year when important investments are made by the careful housekeeper; . Tho business people of Auckland have made enterprising provision for the busy timo which may be expected in the interval between now and Easter, and attractive displays of seasonable goods will bo found in many shop windows. Some particulars of the provision made for the occasion in leading establislimejits are sot out below..

EASTER PURCHASES. GREAT STOCKS IN ALL DEPARTMENTS OF SMITH AND CATJGHEY, LIMITED. At Easter time this great establishment is busier than ever. Not only do tho city pcoplo hasten to mako their Easter purchases, but tho number of visitors from all parts who mako "S. and C.'s'* their headquarters, would scarcely bo credited unless one had spent some time on tho premises. There are several reasons for this "show place of Auckland" being so popular.

Good value is ono of the magnets which draw trade. The firm's fixed policy for over 35 years has been to buy in great quantities, direct from the manufacturer, for prompt cash. This enables the best discounts to be secured and, as always, the benefit is passed on to the customer. Arrived in tho establishment, the articles are displayed with the price marked in plain figures, so that tho customer may at o»co be in possession of that important information. No one is pressed to purchase, but experienced assistants are always ready to give any further details asked.

Good sorvico j's another outstanding feature. Care has been taken to place departments in tho most suitable light. Thus, dress goods and furnishing drapery, which require a bright light for selecting and matching purposes, aro provided with it. Carpets and linoleums, where more subdued light is needed, have been placed in tho proper position. Tho showroom and millinery showroom, of course, are abundantly provided with daylight, and every department has an ample installation of electricity, when artificial light is needed. The latest pneumatic cash transmitters are installed throughout, and a smooth-running electric lift conveys customers to all floors. Upstairs on the fourth floor aro well-furnished tea-rooms, and also a comfortable rest-room, where ladies may meet or write letters. A postal-box, regularly cleared, is provided, tln-j saving customers much time. Thus far tho details which show the firm's interest in providing up-to-date facilities for shoppers—what of the goods themselves? Tho mere man walks bewildered through aisle after aislo, past department after department, each stocked and stocked again with seasonable goods, which crowds of lady shoppers calmly indicate and purchase. The dress department seems to bo overflowing with fabrics of all kinds. As a matter of fact, this great and growing business has never before shown such a profusion of autumn and winter fabrics, excellent goods at Auckland's lowest cash prices. Gloves and hosiery and the umbrella, which is to be needed soon, are shown in great variety, and the now neckwear is so dainty and charming that ono can understand the ladies' statement that they need a good number in charge. Certainly even six would not be much expense. In the household drapery a notable feature is the ''Excelsior' .flannelette, practically non-inflammable, and excellent for ladies' and children's underwear and for men's pyjamas. It is said to bo tho best substitute for woollen goods in this regard, and testimonials of its good wearing qualities have been received ever since the firm introduced it several years ago. In the furnishing, drapery, and carpet sections thero is much to interest ladies who want to brighten up the home for Easter-tide, and a further step in this direction is the magnificent display of well-made furniture which, occupies the second floor. This section is certain to interest visitors from a distance, and it is a good time to make a selection. All requirements aro met in every description of household furniture, and every article is good value. Complete arrangements aro made for packing and sending to any address.

: In the showroom the profusion of season* able mantles and costumes is most pronounced. It would seem that the iequirements of every lady in fabric, colour, and size could be met without hesitation. This department also includes the corset section, wherein the famous Royal, Worcester, and Bon Ton corsets are shown. Smith and Caughey, Ltd., aro manufacturers' sole agents for theso eolebrated corsets, which are praised by fashionable women tho world over for their healthful comfort and perfect moulding of the figure. Easter millinery is ono of tho important items with ladies, and every pleasing style must surely be concentrated in tho firm's well-appointed millinery showrooms. Both in trimmed millinery and in ready-to-wears tho variety is superb. Every scopo is given for suiting the individuality of the wearer, and ladies should have no difficulty in obtaining what is suitable to them, although the very profusion might leave them undecided upon the final selection.

Of men's wear it is worth stating that the firm has greatly enlarged this department, and given it another entrance to Queen Street. Each section, hats and boots, genoral mercery and clothing, has to all intents a shop to itself. Men can como in and make their purchases from the great selections provided witflout walk" ing through the happy hunting-grounds of the gentler ser. Esnorienced men assistants wait upon them, facilities are provided for fitting clothing, boots, hats, or putting on collars, and in every way a man feels that ho is in a man's shop. That men value this is shown by the steadily-increasing trade of the departments.

It is a pleasant way to spend an afternoon—looking through these great business premises, where all the drapery and furnishing needs of any household can be selected with the certainty that good value and Auckland's lowest cash prices aro assured. The Easter trade will be very largo from present indications, and very many visitors will be coming to the city. Residents know that their friends like to visit "S. and C.'s," and the firm extends a cordial invitation - to all visitors. A visit to Auckland would not bo complete without seeing the latent goods in the great establishment, which- for 35 years has supplied worthy goods at Auckland's lowest cash prices'.