CHRISTMAS TRADE

Waikato Times, Volume 116, Issue 19451, 15 December 1934, Page 7

CHRISTMAS TRADE

FRIDAY NIGHT DEMAND. ENCOURAGING PROSPECTS. BIG TURNOVER LIKELY. That predictions for a large and satisfactory volume of trade In Hamilton this Christmas are well founded was evidenced by the encouraging turnovers reported so far by some of the leading retail firms. Last evening’s business was surprisingly brisk and Indicated a preference on the part of many to get their seasonal shopping finished early. Most of the large department stores are already decked out in festive array, all displaying a remarkable range of choice fpr discriminating gift-hunters; and last night saw hundreds parading Victoria Street laden with parcels. Even the widespread distress in the worst years of the slump did not destroy the spirit of prodigal spending synonymous with Christmas, and now, at the close of 1934, with a brighter trade outlook everywhere, the joy of giving was never more Intehse. More Money to Spend. As has been the case in recent years, shoppers are concentrating more on gifts’ of utilitarian value, and ttiere is said to be less inclination to bargain or demand lower-priced goods —a fact which only serves to confirm the view that purchasers have more money to spend. Another impression gained by retailers is that customers are showing a greater respect for high .quality, realising that such a policy is worth while in the long run. With the distribution next week of monthly cream cheques by the various dairy companies, farmers will be in funds, and a large proportion of their receipts is bound to find its way through the Hamilton shops, swelling the returns from all sections of the community. With the rapid approach of Hamilton to city status there is a growing tendency for country people within a radius as wide as 50 miles to make it their shopping centre, more especially at Christmastide, when the shopsoffer goods which in range, quality and price can easily compete with those in the cities. Add to this the fine, modern equipment and smart appearance of the majority of Victoria Street shops and one can readily understand why Hamilton is the M6cca for a huge army of shoppers. Expecting Big Business. “We are expecting big business this coming week, and the fact that many people are already making their Christmas purchases is a welcome sign, because there are still seven more shopping days before Christmas, and the tendency is for eleventh-hour trading,” commented the head of one large establishment. BACK RENT REFUNDED. RAILWAY WORKERS’ WINDFALL. An additional fillip to the purchasing j-ower of railway employees was given yesterday by the refund of rent as t result of a recent test case. All occupants of railway cottages and houses yesterday received 10 per cent, of rent payable from :the Introduction of the National Expenditure Adjustment Aot in : May, 1932, to ■March 31 last.