BRISK SHOPPING

New Zealand Herald, Volume LXXIII, Issue 22595, 7 December 1936, Page 11

BRISK SHOPPING

WIBE RANGE OF GOODS RECORD BUSINESS EXPECTED VALUE OF EARLY BUYING Christmas shopping has developed in Auckland retail establishments in much larger volume than is usual at this period of December, and it seems certain that business will approach a record. While this steady buying is undoubtedly due to the increased spending power of the public and to a spirit of optimism fanned by the recent remarkable wool sale, it is also obvious that people are realising the advantages of doing their shopping early. A survey of the shops emphasises that retailers have catered for an exceptionally heavy Christmas trade. Selections of goods are possibly larger than they have ever been before, but large and varied as they are, if the present rush of business is any criterion, variety will be substantially reduced before very long. Summer Clothing

Not only is tho public buying luxury and other gift lines associated with the Christinas trade, but with the generous emergence of the weather into summer conditions, summer clothing is being sought. So far as the purely Christmas trade is concerned, the bargain factor is clearly dictating much of the early purchasing, for it is now possible to give greater attention to selection with happy results. Moreover, there is an additional advantage which is becoming generally appreciated that assistants are able at this period to give much better individual attention to satisfying the wants of customers than in the rush period immediately before Christmas. With the considerate customer the aspect also weighs that it is fairer to the assistant to reduce as far as eleventh hour shopping. Effect of Earlier Pay-day

Retailers are"agreed that the earlier pay-day adopted by many individual firms and industries is contributing toward a wider spread of shopping. That is helping them in their present busy season. Thcv naturally prefer that the public should where possible shop early in the week and early in the day, and the advantages to the customer in search of bargains or a particular tiling needing careful selection are verv obvious.

While much of the buying for Christmas gifts is directed at novelties, and bargains, there has not been a Christmas period in recent years in which expensive and choice lines have been more keenly sought. Whether it be high-grade scents or boxts of chocolates, high-grade articles are in demand. A feature in the provision trade is the generous buying of delicacies, tinned and bottled dainties selling freely.