The Elbert County tribune., 1914-12-11

arrangement and the catalogues and lists of suit
aoie siits classined according to ages. have done
much toward making even shopping for men
simple matter.
Ihs. however, is very recent institution In
the OLD days, woman went to the large shop,
without the slightest idea of what she wanted to
puy' and after ten minutes in the crowded. heat
ed aisles surrounded by thousands of elaborate,
aiiuring. gayly colored possibilities with no ap.
parent order or arrangement, bewilderment and
not decision was her portion Under such condi-
tons, even the most conscientious of them seized
the article nearest. She at the mercy of the
saieswoman because she did not know what she
nad better get or where she could get it.
But the woman's bewilderment was nothing to
the mans. He didn't make an attempt to
shop; he simply bought
But all these things different now You get
list OF things which such-and-such store has
to oner for man. woman and child OF any given
age, with the floor on which it may be found indI.
Gated. and you have only to walk in calmly and
deliberately and purchase it. 1t is literally an in
dex OF the peace and good will which you may
wish to dispense. You do all your thinking be.
forehand and have an opportunity to remember
that Mrs So-and-So's library is furnished in red
and that Kaiser Sinn vase would be more ac-
ceptable than lamp
Then when you have made your selection you
may make your way to the store with fairly
calm and tranquil mind. OF course 1t is crowded
with density which makes progress almost i'm
possible, blazing hot with multitudinous lights
and noisy with many clamorng voices. but all
that can have effect on you. You are sci
entifc shopper and know just what you are going
to get and where you going to get 1t. Science
saves time. money and nerves.
There is another way in which Christmas has
become science and that is In the method.
which the big shopkeeper employs to attract the
crowds of holiday shoppers Go into one Of their
establishments and you cannot fail to see It.
They are aglow with light. bright with the colors
OF unnumbered fabrics and you hear far and near
the clash OF music from many instruments That
is simply to lure you in and once you are there
you at first nothing but a spectacle of con-
fusion and conflict OF sounds that would make
Babel lose caste as synonym. But II you start
to buy what you have come for you will find a
remarkable state of order far as the things
offered for sale are concerned. 1t is not really
store it's exposition.
There isn't man in the world who has a
keener understanding of the human makeup than
the big shopkeeper. He knows every string of
the instrument and plays diligently upon them
ALL He lures people with advertisements which
are wonder stories. He halts the passing crowd
in the streets with windowful OF Christmas wax.
works, and once they have come inside whether
with purpose out OF mere curiosity. the ma
chinery is there to hold them fast
For weeks the designers decorators acene
painters. dunmymakers have been at work devils
Ing and constructing some sort OF living pictures
fraught with the spirit Of the Christmas tale.
There is the papier-macke church. still and bean
tful, with snow-covered trees about IT, light sbin
ing from the tall windows. men, women and chIl.
dren mounting to the portal and from away in
the inside sanctuary somewhere come the music
of mighty organ and voices singing Christmas
carols.
1t is expensive. but 1t tfmpresses the people who
enter the store. 1t is the idea of 1t all that the
hearts OF tie shoppers be mellowed and the spirit
be moved to buy more and still more for the
holiday giving That may seem little FAR
fetched" you sit at home with Crouch on"
because something went wrong yesterday or a
man you thought was your friend went back on
you. but get into of those stores. where. you
can't hear yourself think OF your troubles for the
noise and you viii realize that 1t Is really very
clever conception