Evening journal., 1901-11-20
ARE BUYING
: : FOR CHRISTMAS
Prospects Are for a Most
Successful Season
DISPLAYS ARR BEWILDERlNG
CitV Stores Display Large LineS-Or-
namentallV Useful Articles
in Demand

The Christmas shopper is already
abroad in the land. The Christmas |
shop is ready for her inspection. Prob |
ably the holly and evergreen, the be-
whiskered Santa Claus. the papier-
mache reindeer and the Sussex county |
christmas bush are not so much in evi- |
aence as they Will be later but these
| are nonessentials of the Christmas
| shop.
The essentials are ready; and with
the great festival of giving and get
| ting not far removed. these are be-
ginning to be busy times.
1t has seemed in years past that the
/ limit to the possibility of human in
genuity for devising an array of suit
able Christmas gifts had been reached.
And yet the displays already prove
that this supposition was all a mistake.
! shops are more wonderfully equipped
than over, and "a more bewildeung ar
raw OF articles than ever confronts the
shopper at every hand
What to buy That is the question
It takes a level head to know There
is a difference between Christmas buy
] AlAk anu Allf UAuAlliA 0iAUIIlnks AlNAN
is but one unknown quantity in the
personal equation of the shopper;
there aretwo involved I'm each purchase
of a gift for another. Only individual
needs are to bet met. only individual
tastes are to be considered by the shop
per: the needs and tastes of from one to
a score are involved in Christmas buy
ing. What does he need, what will he
like are primary considerations. Sec
ondary perhaps TO these. but of equal
importance and of deeper significance
in the total of the shoppers trials. are
these questions as they actually are
put. What does he need that | think
he needs? What viii he like that
Ike, too?' for your conscientious
Christmas shopper must have pleasure
in the gift Probably tie greatest cri-
terion of the acceptableness of gift
and an indication of this dual element
involved in the mental process of
choosing. is the feeling that has come
and will come to thousands of buyers
that they really cannot part with the
thing they bought with the one idea in
view OF presenting it to another.
This Is the very sort OF thing TO give
and will be sure TO please
! AN OLD QUESTION
E The old question Immediately forces
itself to the frontwhen Christmas shop
! ping begins. Shall gifts be of orna-
E mental or useful nature2 Just here
the Christmas shopper owes her great
est debt to human ingenuity The
e useful in thousands of instances, has
D been so skillfully blended with the or
az
er trouble There is absolutely no ar
ticle of use that has not been rounded
, at the edges. planed, polished, painted
until in many instances. a first glance
C fails to reveal whether it is some won
7 derfully and fearfully conceived con
trivance to deck the parlor mantle,
or a soap dish for humble and unpre-
tentious service on Monday.
From this fact NAV be CLEANED the
kevnote of the Christmas buying o.
j. 1901. Choose the Ornamentally usefu
ID in this era of utilitarian renaissance
: To meet lust such a demand, the store
e are stocked on every floor. but don
n forget the basement Wilmington
l. great stores long ago began featurin'
Il their Easements. until today there j
II no more interesting or profitable plac
y i'm any OF them to visit. Here Will b
h found veritable congresses Of the use
ful. beautiful. and here. il is a safe pre-
n dictiOn. will center 60 per cent. Of tn
Re Christmas buying.
le READ THE ADS
y The other 40 per cent. will find wha
i they want. too. 1t would take an eVI
"a .age cataloguet to only indicate ina gen
be eral way wnat a wonderful assortnel
of things beautiful are to be seen; S
ps what's the use? There is only one wa.
be Read the advertisements like yo
would study geography for a gener'
"a idea; then go see the country Il
Evening Journals columns have a
- ready. and will until Christmas,
"a alive with signboards pointing Il
b way to interesting lands to explor
2 Get your bearings and start out. III
\! rush has alredy begun, but there al
still a few weeks when shopping, bu,
ing, and sightseeing may be comfor
. ably combined. Those who are no
getting their packages put away WI
later be the envy of the eleventh-hol
ng buyer.
ltS A prosperous season is anticipate
nd bv local merchants Already" sa
ed one of them yesterday, there are u
the usually encouraging signs, so much
lot that we have sent supplemental orde
asst for certain lines of goods for which {
-o'ss demand has proven unusually gre'
ct. Last year was a good one; this prol
in ises to be better. Certainly in eve
~ line shoppers have never been pi
III vided with more extensive and elabC
or ate lines to choose from. and but
rly the mere difficulty Of choosing. Chri
sn. mas shopping Of 1901 should be OF
ing a pleasure"
line
nth
-ty- Man Has Two Hearts
,re o Francis A. Gill. of Philadelphia, W
e -i.e b., .f.f4t,,, raorros.1 Mol ouoNlIfn