Evening star. [volume] (Washington, D.C.) 1854-1972, 1890-12-30
WHY MERCHANTS ARE HAPPY.
The Holiday Trade in Washington Was
Never Better.


Never Better.
SOME BUSINESS MEN SURPRISED AT THE EXTENT
OF THE NEUTRALITY-SUSPICIOUS. NOT AFFECTED BY
FINANCIAL sTRISGENcY-soME INCIDENTAL RE
MARKS ABOUT ADvERr1sISe.
On Friday and Saturday of last week there
decided lull in the storm of holiday shop
ping and for those two DAYS the weary clerks
in the stores of Washington had little chance
TO get much needed rest. The big merchants
themselves took that opportunity to look over
the field to see how they stood and what they
had left. Empty cases and full cash boxes
have apparently convinced them all that there
no falling off in the holiday trade this year,
but on the contrary that there has been steady
and healthy increase. At least this was the
burden Of the song that repeated every
where to "a STAR reporter who made the grand
tour of the shops this morning. Already the
crowds are beginning to fill up the stores once
more. and while of course matters are hardly
- lively az they were a week ago there is abso-
lutely nothing in any way akin TO a staSnatiOn
in the marts of trade.
DID THEIR SHOPPING EARLY.
There was one fact to be remarked about the
Christmas shopping in Washington this year.
L
purchases earlier in the season and had learned
By past experience that it Is better not 10 put
Off such important matter until the last
moment. As result there not such a
tremendous crush the last few days.
although there is nothing in this that should be
construed into saying that 1t was an easy
matter simply to get inside of any of the big
] stores on any of the ante-C Christmas days much
/ less to be waited on. People in many cases had
| 10 select their purchases and then stand around
i a al.
take the cash as a special favor. One certain
/ indication of the amount of business done by
| the local merchants this year was the condition
/ of affairs at the city post Office. There it was
noted that the mail was heavier than ever
before. The amount of registered mail sent
out of town fully 80 per cent greater than
! last year, showing q marked increase in the
number of valuable and costly articles sold
here.
| WASHINGTON STORES.
| One Of the leading dry goods merchants said
i to a STAR reporter this morning: DO You
know do not believe that Washington people ap-
preciate the stores here do not mean this par
| ticular store any other one, but the stores in
every line of trade. People do not seem to
realize that there some of the very best
| stores in the country located right here in this
town-stores that have ali the facilities for get
| ting the very best goods that are to be had.
| And not only do they have the facilities. but
they have the goods as well. The general av-
erage of taste in this city has improved won-
/ derfully. People here want the very best the
market can produce. and they can get it now
/ without going outside of Washington.
Our experience this year has been a most
satisfactory one. We have sold a great deal
more than we ever did before. Irather thought
| that the frightened condition of the money mar
ket would affect us seriously. but such not
the case. Washington was affected less than
any other of the larger towns. We had just all
We could do all the time.
| people ask me why 1t il that 1 spend so
much money in advertising. They say that
every one knows the store and will keep on
coming anyhow. My answer always is that to
advertise is the only way to do business. Get
any article that the people are likely to want
and then advertise it freely and it can't
help getting sold. There OH that counter is a
little toilet article. useful and inexpensive. We
advertised in The STAR that it was selling for
4 cents and before 9 o'clock the next morning
there was a long line of women asking about
that particular article. Thousands of people
every day pass the case where they are on sale
and the price is plainly marked, but it would
never have been called to their attention to
anything like the same extent that it was i'll
that one advertisement in The STAR. No, sir !.
You can't build up trade or keep it at this or
any other season of the year without adver;is-
ing. The more judicious advertising the
greater the sales. 1t is simply case of cause
and effect"
The proprietor of large toy and fancy store
had the same story to tell Business this year,
said he, twas undoubtedly heavier than last
This was especially true in the case of moder-
ate-priced goods-say, up to $40. Beyond that
1t was hardly as heavy. IL seemed to me. Adj
yertising certainly had its share in making this
increased business and in nv experience the
| effect Of advertising is to be noticed at once.
For instance, during the busy season We Sc
l lpctaI parta,U articles tnr zra.ial a.
We advertised them freely in the columns of The
STAR. What was the result! Those particular
articles were cleared out completely every
time Nothing was left of them. So whenever
| have anything / want to sell | advertise it.
If don't care particularly about selling it
then do not say anything about it.
SURPRISING AND SATISFACTORY
''Yes, the Christmas trade this year, taking
| everything into consideration, has been very
| satisfactory" said prominent dry goods mer-
chant to a STAR reporter; Tho weather could
have been improved on a little, but you can't
get everything your own way. 1 find general
surprise among merchants in this city over the
extent of the trade this year. Owing to the
financial situation they had expected a large
falling of OF the holiday purchases this year,
but, contrary to expectation the sales were I'M
usually large here FOR Christmas Take it us a
general thing, | find that people are bound 10
buy Christmas presents however hard the times
! may be. and then iii that respect this city does
not feel a money stringency as other cities do.
Here we have an army of government employees
who are sure of receiving and putting in circula-
ton each month a certain srn. The supply
Is assured and tightness of the market Is not
felt Judicious advertisement has helped the
Washington merchants greatly in the holiday
trade also"
BUSINESS GROWING.
Il have been greatly surprised at the extent
of our holiday trade" said an avenue jeweler;
INSTEAD of falling of. as we expected, it has
been much larger than formerly. Yes. Mash-