The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-12-25
MERCHANTS CALL
IT BEST YEAR YET
Shopping Trade Reached High
est Mark in History OF
Gs Richmond.
BIG oUT-oF-ToWN ORDERS
Shop-Early Campaign Highly
Gratifying, but Delivery Prob
lem Was Fierce.

Notwithstanding the bud weather,
which kept hundreds and hundreds OF
shoppers indoors, merchants agreed
yesterday that the holiday business
was the best in the history OF Rich
mond, which is saying 4 great deal.
Up TO the time the stores closed OH
Saturday night there was a continual
rush, nnd those people who venturcd
OFT into the street went to buy and
not TO loiter about inspecting things
they did not want and for which they
had no earthly use. In this respect,
at least, the rain was Il blessing in
disg uise, for ii kept the drifting clc-
ment at home and left a free opening
for those who were really out for
business.
While tho retailers as 4 whole were
highly Eratiiied with results, they adj
mitted that the task of sending out
bundles was greater than ever before
Had TO send Out Everything.
The delivery problem is problem
Indeed, and several Broad Street mcr-
chants stated yesterday that the bur
den this season was the heaviest on
record. The rain may have had some
effect, because people who were re-
CURED 10 drag raincoatS and umbrellas
did not want TO burden themselves
with packages At all events, they
but everything was sent out on good
time. and there We're practically no
complaints from shoppers.
Next year some effort Will be made
to educate the shoppers. They will
be reminded that there is no disgrace
connected with the carrying OF bundles
at Christmas time, and they Will be
reminded. too that if they take the
small trinkets with them it Will save
n a nf
some of the shoppers who went to
department. stores in big touring cars
Were so thouGhtlcss. inconslderatc or
important that they would not think
OF carrying home pair OF gloves or
neck;ie. while the old woman whose
holiday money was Il mere pittancc
preferred TO take her purchases home
without waiting for the delivery
wagon. This is ono phase of human
nature which isn't clearly understood,
though hereafter the Tote Your
Bundle" Slogan will be dinned into all
ears with good effect
Early Shopping No Myth.
But even II this del very problem
was harder, there was one big i'm
rrovement, and that related TO carly
shopping. For the past three years
there has been growing tendency
10 iauS early said Broad Street mer-
$hAAl iaSt ana we attribute
the success OF this movement TO the
campaign wased in the newspapers. II
may be interesting to state that the
public got into the market earlier this
year than over before, and 1t might
surprise YOU to know the large num-
Der OF orders which were filled during
the first part OF the month. II IS a
sensible custom. It helps the buyer and
~ he!ps the seller but in the end it
helps the buyer most. 1t saves that
eleventh hour rush, II gives the shop.
per the pick of the market. more time
10 examine the stock and more timo
In which to make selections. We arc
delighted with this phase of The sit7l.-
tlon, and II Is gratifying to find that
Eiehmond people hava seen the Wis
uom OF the newspaper advice. There
Isn't any joke about this shop early
business. II Is practical, sound and
highly satisfactory"
lis; uut-of-Town Orders.
Asking at random along Main. Broad
and other streets a reporter for The
Timcs-Dispatch found the same reply
that 1t was the best shopping season
in years.
some Of the MERCHANTS were inclined
10 think earlier III. the..weck that the
stormy weather would cut down sales.
yet later Developments showed that
"heh people entered the stores, shook
the rain from their clothes, and got
busy they We're not there on idle
missions The rain kept the trouble
some visitors AT homo without affect
Ing the actual volume of trade in the
smallest way.
II cannot ina any evidence of the
TACT that Richmond people are send :
Ing away for their Christmas goods"
said department store owner who
mas given this question much study.
Oh course there are the usual cata !.
losuc buyers and :; few rich. pcoDlc
who prefer Il !'ifth Avenue tag. bu,
~ per cent OF our people get what
!hey want right here at home More
over our mail order business this
year shows tremendous increase.
These orders come from all parts of
virginia. from West Virginia AND
from the Carolinas. They were greater
this year than ever before. ana by
trying TO satisfy every out-of-town
friend we have gained their confidence
and hold their business think All
OF the Richmond merchants are do
lighted with the holiday trade !, was
the best we ever had, ana what NOR,
can We expect? Next year. however
We expect 10 show another big gain,