SMALL BUYERS BUT MANY

Taranaki Daily News, 31 December 1929, Page 11

SMALL BUYERS BUT MANY

THE BUSINESS YEAR OF 1929 NEW PLYMOUTH XMAS TRADE. PURCHASERS WANT BEST VALUE. Fairly sternly buying throughout the year was capped by the usual last-min-ute rush of Christmas shoppers in New Plymouth. While some of the tradespeople interviewed by a Daily News reporter yesterday admitted there were afew dull spots during the preceding 12 months, others said they had had nothing seriously to complain about; there were no bad depressions and, thanks to Government assistance and local organisation, unemployment had uot assumed proportions menacing to business. All were generally satisfied. So far as Christmas trade was concerned, every retailer reported either that his returns were equal ,to or exceeded those of last year. In some instances the turnover was considerably greater. Of course there are many things that influence the volume of business, either singly or in combination. Some of them influence all businesses .and some affect especially businesses of a particular kind. There was the unseasonable weather, for instance. What woman feels inclined to spend extensively on filmy summer clothes while the sky is .overcast and the air chilly ? Or what' man cares to invest in sporting equipment, flannels, or a tent, while it is raining Thus the soft goods people and the sports purveyors must have been affected by the moist and often wintry conditions that have been the rule lately. One draper said that though the weather might clear up now for the rest of the summer many contemplated holidays would have been postponed and the spending spirit largely dissipated. It was probable, therefore, that a great deal of beach apparel, light clothing and things like sunshades would have to be carried over till next year —and- then the fashions will have changed! Another draper, whose returns had reached far beyond the figure he had set, remarked that those retailers who had done well this Christmas could consider they had done very well, indeed, for the weather had

been against them all the time. A SATISFACTORY CHRISTMAS. Still, everything accounted for, the year 1929 has been a satisfactory one for business. “We are a Shade ahead in our figures,” said one man. “November was quiet, but December has made up for it.” Generally, trade seemed to come with a rush during the four days preceding Christmas. The week before that had not encouraged some of the retailers, particularly the smaller shopkeepers, but all were agreed that the Friday was phenomenal —some even said it nearly equalled Christmas Eve —and that Saturday morning and Monday were very good

days. ■ ■ - - The two faces of . Devon Street, have changed so much lately, so many shops have been rebuilt or remodelled, and there are so many newcomers that some of the minor tradespeople were bound to be affected, especially those who stock fancy lines. However, one or two tobacconists spoken to said they had had a good Christmas, despite the inclemency of the weather—but then, tobacco is regarded by many as a necessity these days, far removed from a luxury. For similar reasons the grocers did uniformly well. A month ago customers began to stock for the festive season, and the buying became really heavy during the last fortnight. And while, of course, staple lines were in most demand, dainties like biscuits and preserved fruits "and the ingredients for rich Christmas cooking were widely purchased. Though faced with very keen competition necessitating low margins of profits, the grocers have been fortunate .in that the things they have to sell are mostly things people simply must have., How far does the motor-car influence the business of the retailer ? It certainly brings more spenders to Devon Stree’t than formerly; but. does it bring them with as much to spend? It is obvious that where the pedestrian of yesterday spent pounds in Christmas presents the motorist of to-day must spend shillings, and, what is more, look at each shilling twice before he spends it. The husband who once presented his wife with a canteen of cutlery or a dinner set now gives her a few spoons or a plate. The rest of the money has gone in instalments on the new sedan ; and on tyres and benzine to run it. It iis probable that the motor-car more • than any stern lesson of a slump has j taught shoppers to be severely utilitarij an and hard bargainers. —They come in and price an article and then price it all round the town before making a decision,” said a retailer. “Not only is competition very keen, but purchasers are, too.”

BUSINESS NOT RECKLESS FELLOW.

, Thus Business has not been the reckless, hearty spendthrift he was in other years. He did not lean against the front door and fall in when it was opened, throw down a note, collect an expensive shirt and forget the change. No, he has become a very canny fellow, and his wife is not in any way behind him. Having passed the pure luxury counter with averted eyes, they occupy some time comparing prices at the counter of utilities. The shopman who gets their trade has to show them a very sound reason —otherwise someone else will.

On certain special occasions Business and his wife did sacrifice their strictly utilitarian principles, however. When they visited the toy shop they spent freely on the glittering assortment of wonders there displayed, and had never a thought for the probability that a few hours or a few days later many of the purchases would be reduced to worthless wreckage. But. Christmas comes but Once a year. While pure hardware lines were, of course, not greatly affected by the Christmas rush, the year generally was one of -steady purchasing. Anything that could be given as a present was sought after recently, however, whether it was in the shop of an ironmonger or a fancy goods dealer. Booksellers found that very many inquiries were for the better class of stock, a discovery that was made, too, by sellers of the choicer sorts of china. At the present moment there is a particular demand by departing guests for this kind of gift. One thing ..the reporter learned was that Christmas cards are by no means out of' fashion. One private person bought hind IdozJen,: iand later, jrctunied for an .aiWjsyp|l4wOjdpzenl:/ 5 \ /