The morning call. [volume] (San Francisco [Calif.]) 1878-1895, 1893-12-15
THE GIFT SEASON.


son is in the air. On any pleasant day
the sidewalks and stores along the retail
streets Of the city are thronged. 1t is a
pustlDg crowd, peering into show-win-
dows. fitting in and out of stores, absorbed
and anxious about what are the best
things to buy for The Gift season. Prob
ably in no part OF the country is the mid
winter holiday season accumulated more
than in California, ana especially in San
Francisco. Some of the usages have be-
come burdensome, or would be if they
were to be perpetuated.
In time of business depression there
can be no binding precedent. What might
have been done in flush year cannot be
done with ease in a year when there are
so many slim purses. The city and the
whole State will probably keep as near to
the old record of generous giving as pos
sible. II it can be done without a pinch
so much the better.
There will probably be more discrimi-
mating giving this year. because there are
SO many cases calling in that direction.
In nearly all the large cities of the Union
tbere Is more than the usual restitution
The Christmas gift that goes to relieve
restitution Is thrice blessed Already
public attention has been turned in that
direction. The question will come home to
great many well-to-do people this year
Shall | not at least divide the holiday gifts,
sending TO those actually in want part
II not the larger half? This consideration,
so far from casting shadow upon the gift
season, will make it a brighter one. 1t
would be only the wider application of
former season determined no duty for the
present one. In nine cases in ten the
costly present is not whit more
appreciated than one of small pecuniary
value. 1t is not the cost but the kindly
spirit and the thoughtful consideration
that gives the greater pleasure.
very large proportion of the presents
made during the holiday season are not
available for any practical use. They
accumulate year after year as 81 many
tokens from friends. They are good as SO
many remembrances. They would have
been just as good If they had cost only half
as much. Occasionally one hears the ex-
preston. u dread the coming of the holt
day season because l cannot do what I
formerly did. l cannot make any more
costly presents" That is just the point.
There is no obligation TO make them.
Society has no right to demand them.
But the holiday season should be just as
bright for all that. Did ever one send
some small gift TO the sick or destitute,
something that just met the case, ION Of
coal. some article OF clothing or anything
that carried cheer, without feeling that the
holiday season was all the better for il
In just that direction will be found the
large opportunities OF the season. They
may be greater than most people suspect.
Ii one will make Inquiries through given
district In the city where he is best ac-
Quainted he will not thereafter need
suggestion as to the greatness of the op-
portunities. There will be many silent
appeals to divide the gifts aud to put each
one of them quite above the level OF ordi-
nary charity. In fact the less that is said
about charity in such a season and the
mure that is thought about the presents
that 60 right home and cheer the heart the
better.
All this may be consistent with all the
liberal patronage bestowed upon shops,
markets and wherever there are attractive
goods for sale. 1t is not to buy less, pro-
vided patrons are able. but to turn the
direction OF money gifts IN channels where
the most good can be done. The stores
and markets will need all the patronage
they can get The greater the throng going
in and out the better. They brighten the
season by anticipation. One thing is GER
tain. that when another household has been
frightened by some thoughtful giver he
will never have a sense of any burden.
It might be quite otherwise If his costly
presents went where there would be an
implied obligation to return one equally
expensive. The very best of all holiday
liberality is the sending of presents
in directions where there can be no pos
sible return except that of silent gratitude.
A little thus directed brightens all the
horizon. There are already many indi-
cations Of thoughtful inquiry about the
best use OF the holiday season. Oid
usages seem hackneyed to many, espe-
cially where there has only been an inter-
change Of gifts among people of large
means. But the kindly remembrance of
hose who do NOT know where the food for
the next day is to be found, how medicine
for the sick one is to be bought, how the
next half-ton of coal is TO be procured, or
the demands of the next rent day are to be
met-these will come home to many as
the new and larger opportunities of the
gift season.