Richmond dispatch. [volume] (Richmond, Va.) 1884-1903, 1894-12-05
The Great Enterprise Of the Cily'S
Retail Trade.
MODERATE PRICES RULING.
The Wisdom OF Purchasing Early-How
Time WIN Make u Little Money
Go IA Long Way.

What sort Of Christmas is Richmond
going to have?
The great festival is less than three
weeks off. and that question is shapirg
itself in every mind.
Despite the business atorn and stress
through which the country has passed
during the last twelve months the ms
patch says we are going 10 have Christ
mas that will measure up 20 the standard
Of the best traditions Of the season--a
merry happy. hearty. characteristic
Christmas. such as is largely suggested
in the pictorial frontispiece we print this
morning.
There is no ques 'ion that the times are
r'Il hard, but on the other hand there
never was a Christmas when little
money could be made to go further in
holiday buying than at present. But
what is more to the point, the fact that
50 many persons are out of employment
anI there is so much suffering in the
community increases the responsibility the
season puts upon the more fortunate, and
places it in their power to make this
Christmas one Of the most blessed to
them in their experience.
NOW THE OCCASION.
II we would keep this Christmas in the
fan neht Of the spirit Of its lessons we
must recognize that not aloJe have those
Immediately near us claims upon US. In
Dispensing charity and giving happiness
man can be greater than his personal en-
yronments and now is the occasion to
show that greatness. A most commend
able way OF showing II would be to CO.
orerate in a public movement. as sug-
cestei by the Dispatch, for providing
every family with Il Christmas turkey.
Iut The tribute TO the day aud its s'gniii'
clnce should no. end here. There are
families not merely Of that class OF poor
Who are always with US, but families
used TO better thiags," who, II not
sought out and reviewed by others. may
b. without fuel and q efficiency Of cloth
Ing this Christmas, ana whose little ones
may not see a raJ of Christmas bright
ness and hope.
From the households Of these, as well as
from the households where the struggle
with the wolf Is not uncommonly on,
comes an appeal which. IL not Needed.
must prick the conscience In reproach
amid our own rejoicing.
WILL NOT SUFFER 1T.
The Dispatch believes that the good peo-
PIE Of Richmond Will not suffer this re-
IIoach. In the .past they have not been
content with the essence Of virtue, but
have been generous in its expressions
which. says Addison. are gifts and aims.
This Christmas the obligation 10 be Loyal
4, that principle weighs more heavily than
IN many years. Let the fortunate re-
member that
ITO pity distress is human,
To relieve 1t Is Godiike."
Let them take TO heart the truism-
They serve God well
Who serve his creatures"
% the end that they may look back upon
The great festival Of 1894 as the happiest
o. their lives for them end for Others
and the most consecrated by good deeds.
As above stated. there never was time
when little money could be made 10 go
further in Christmas buying than at
present. And. II may be added. there
never VAS "a time when the Richmond
merchqnts showed as great variety OF
useful and ornamental articles from which
to select gifts Certainly business circles
eIpect a Lively holiday trade, and share
with the dispatch the conviction that this
Christmas many persons VIII not only
make happy those near and dear to them,
but reach out beyond these in inspiring
Joy and giadness.
THE SHOPPERS GUIDE.
What TO buy and where 20 buy II is
regularly recurring holiday problem, but
II TIE Dispatch readers will follow after
its rep, esentative In his Christmas round
Of the stores they win have no diticulty
Ia solving the problem I'm n practical and
,;peditious manner. In the series OF short
chapters on the Christmas trade given
below will be found a comprehensive In
dex TO the Christmas stocks. and very
con plete guide for the Christmas shopper.
AND in making the tour the reader will
experience both pleasure and surprise
pleasure In the displays themselves and
as evidence of the enterprise OF Rich
nond's retail merchants. and surprise at
the low prices that are the rule.
In ali lines Of goods the exhibits Of the
Richmond merchants this Christmas are
w TO the standard OF any other city In
the country. and the prevailing purpose Is
TO be satisfied with small profits.
START EARLY.
The Dispatch's advice to Christmas buy