LAST-MINUTE RUSH

Taranaki Daily News, 22 December 1934, Page 6

LAST-MINUTE RUSH

SHOPPING FOR CHRISTMAS BRIGHTER TONE NOW PREVAILS. GREATER APPRECIATION OF VALUE CONDITIONS AT NEW PLYMOUTH. Thronging the streets and shops of New Plymouth throughout yesterday and last night, large numbers of town and. country people gave every assurance of brighter business. After a period of comparative slackness the Christmas rush commenced on Monday, and as the week proceeded increased in volume until yesterday, when supplemented staffs found difficulty in coping with the demands of purchasers. There was every indication that the Christmas business would be as great, if not greater, than last year. Until Monday the response to “shop early” slogans and attractive Christmas displays was disappointing, and in some quarters the prospects of a profitable season were somewhat discounted. The remarkable change in the attitude of the buying public during the past few days has dispelled such fears. The prolonged period of fine weather is said to have had much to do with the delay in Christmas shopping. Farmers have been fully occupied making hay while the sun shone. Townspeople, on the other hand, have devoted their spare time to the beach, where conditions have been ideal. Another feature is the fact that a week-end occurs in the week proceeding Christmas Eve.

With the completion of harvesting, the factory payments on the 20th, and the realisation of the nearness of Christmas, all classes of the community are making a belated rush which, it is thought by business men, will eclipse that of previous year. “There is no doubt that business was quiet last week, but now everyone wants to be served at once,’’ said one man. He expected brisk business this morning with a terrific finale on Monday.

At times acute congestion was experienced at intersections in Devon Street, while at the intersection of Liardet Street and Devon Street the presence of tramcars, numerous motor-cars and pedestrians caused a complete blockage of traffic shortly after dusk yesterday. The parking areas were heavily taxed. The majority of purchasers are displaying a keener appreciation of values, and are giving preference to utility articles rather than novelties. The demand for seasonal wear was very pro-, nounced, anything pertaining to the beach being very popular. While making every effort to make a little money go as far as possible, purchasers demanded quality goods. The opinion was expressed that the day of “cheap” goods was over.