The Clio messenger. (Clio, Mich.) 1907-current, 1914-12-18


arrangement and the catalogues and lists of suit
able gifts classified according to ages have done
much toward making even shopping for men
simple matter
This, however, is very recent institution. In
the old days, a woman went to the large shop,
without the slightest idea of what she wanted to
Duy and after ten minutes in the crowded, heat
ed aisles. surrounded by thousands of elaborate,
alluring, gayly colored possibilities with APP
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 was at the mercy of the
saleswoman because she did not know what she
had better get or where she could get It.
But the woman's bewilderment nothing to
the mans. He didn't make an attempt to
shop; he simply bought
But all these things are different now. You get
list of things which stch-andsuch a store has
to offer for man. woman and child of any given
age, with the floor which 1t may be found indl-
Gated, and you have only to walk in calmly and
deliberately and purchase it. 1t is literally in
dex of the peace and good will which you may
wish to dispense. You do all your thinking be-
forehand and have opportunity to remember
that Mrs. Soand-So's library is furnished in red.
and that Kaiser Sim would be more
ceptabe than a lamp
Then when you have made your selection you
may make your way to the store with a fairly
calm and tranquil mind. OF course, 1t is crowded
with density which makes progress almost inn
possible blazing hot with mutitudinous lights
and noisy with many clamoring voices, but all
that can have no effect you. You sci
entifc shopper and know just what you going
to get and where you are going to get 1t. Science
time, money and nerves.
There is another way in which Christmas has
become a science and that Is In the methods
which the big shopkeeper employs to attract the
crowds of holiday shoppers Go into one OF their
IsoIx fofI a.
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 there
you see at first nothing but spectacle of con-
fusion and conflict Of sounds that would make
Babel lose caste synonym. But IL you start
to buy what you have come for you will find
remarkable state of order so far the things
offered for sale concerned. It is not really
a 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 hats the passing crowd
in the streets with a windowful OF Christmas wax.
works, and once they have come inside whether
with purpose or out of mere curiosity. the ma
chinery is there to hold chem fast.
For weeks the designers decorators scene
painters dummymakers have been at work devils.
ing and constructing some sort of living pictures
fraught with the spirit of the Christmas tale
There is the papiermache church, still and beau
tifu with snow-covered trees about it, light shin
ing from the tall windows, men, women and chill.
dren mounting to the portal and from away in
the inside sanctuary somewhere come the music
of mighty organ and voices singing Christmas
carols.
II is expensive. but 1t impresses the people who
enter the store 1t is the idea of it all that the
hearts of the shoppers be melowed and the spirit
be moved to buy more and still more for the
holiday giving. That may seem a little far
fetched" as you sit at home with Crouch on"
because something went wrong yesterday, OF
man you thought was your friend went back on
you but get into one of those stores where you
can't hear yourself think" Of your troubles for tho
noise. and you will realize that It is really very
clever conception.