The daily morning journal and courier., 1907-11-08
CRRISTMAS SHOPPING.


 attempts to regulate the local trade market and to conf1ne purchasers to a limited field, we have the greatest faith in realization on the part of the purchasing public of the progress sive enterprise of local merchants. It is not so many years ago that the in of more rapid transit be- tween New Haven and New York at reduced rates was bemoaned as pulp lie aff1iction. The fear was expressed that the change would spell ruin for local enterprise, just as the fear is now that more frequent and cheaper trolley service between this city and adjoining towns will work to the disadvantage of the latter.
 As the history of the past twenty five years has been written in the city of New Haven, which is the particular locality which claims the cooperation of The Journal and Courier, written that is in human experience, it tells of the constant development of the mercantile temperament and the thrift of it's leaders. New York has not suc- ceeded in securing the trade of New Haven people, but New York has been ooy, raIfad to vroto6 tI,a daportotgov, from there of business habits and bus mess methods which everywhere make for larger volume of business. The stores or shops of New Haven to-day offer the purchaser of staple goods or goods especially designed for the Christmas trade the same variety to select from, with the same assurance of excellent quality, that the stores and shops of the metropolis offer. There is no accident in this. It may be traced to the inevitable consequence of im- proved trade facilities. If the purchas- CTS of former day were carried more cheaply than their fathers and moth- CTS were to the metropolitan markets, the merchants of the present day have learned to utilize those identical forces of quicker ntercommunication and bring here the products of their purchasing skill
 In other words the stores and shops of New Haven remove all excuse for the people of the city to seek else where the things which gratify the gift making instinct. The world will never be completely cured of it's hab- 1t of making purchases wherever chance or idle travelling affords the op- portunity, and it is just as well that this is so. The fact is that In city like New Haven the great majority of the population seek here the gratifica- tion of their needs, and since they seek successfully the qualification of their needs 1t is a source of public pride that the response to their demand is so proportionate These are facts which should not be overlooked by the people of New Haven as they near the period for Christmas shopping As they read intelligently and carefully the adver. tisements which the merchants pre- pare with such imagination and which go in turn to the readers of a repre-. sentative newspaper of the character
 of The Journal and Courier, they should the more seriously consider tho closeness of the relationship betweer seller and purchaser as constituting
 the basis upon which a city like New
 Haven rests.
 The merchants of the city have un
 dertaken this fall to anticipate mor'
 enterprisingly than ever in their pur
 chase of stock not only the daily need
 of their patrons but their hollda,
 whims and conceits. Though the print
 ing of The Journal and Courier is prim
 arily done to disseminate the news o
 a day, the attractiveness with whicl
 the advertisers set forth their owI sense of mercantile enterprise an
 leadership adds tremendously to tn general interest in the publication. T
 the readers then as we'll as to the ad
 vertisers we extend the assurances 0
 our highest regard. The combination i F invincible and the results a source c new prosperity for New Haven.