Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1914-12-04
CHRISTMAS RUSH IS
ON IN STORES HERE
YuIetide Buying Ushered IN
With Month Of De-
cember.

The season for Christmas gift buy
ing IS on in fuller swing already
than even the most hopeful trades
man dared hope for a month ago.
Men used to sizing up sidewalks
crowds say that the shoppers are
out IN greater force than on any
previous first week of December. Not
only is il harder than usual to ger
along Broad sor Market street in the
afternoon. but in the morning hours
as well and the -Four Corners" ar
almost as cengested at II in the fore
noon as at in the afternoon.
That these throngs are buyers ans
not shoppers can be told by the ex
/ pressions on the faces OF the retail
ers. all of whom are wearing Their
most pleasant smiles Through long
habit the retailer smiles always whea
/ IN his store, but the strictly busines
smile is confined 10 the lower por-
tions of his face. Only when he is
genuinely pleased with results does
the expression around his eyes be-
come benign.
Dispels Fear of storemen.
Early buying has relieved the
anxiety of owners and buyers, who
had been a little fearful that they
had overbought, and now their smiles
extend from the chin north to the
hair line. or, in a few instance, where
the hair line used TO be.
The storekeepers say that If the
1914 season can be distinguished IN
any way from those of previous years
1t is BY a largely increased tendency
to useful gifts and a more. discrimi-
mating choice of articles. This year
the shoppers seem to appreciate the
decorations and novelties and the
usual Christmas department store en-
tertainment, but they remember all
the details they have in mind and will
buy only the articles which correspond
to their wants.
The European war is having
striking effect on the shopping, and
never before has there been such an
early big demand for serviceable.
strong clothing of every description
for boys and girls. The poor and
friendless are going to be remembered
to q greater degree than ever before.
according to present indications.
Buying for the Poor.
Usually the demand for childrens
cothing. shoes and mittens, the kind
bought for poor families, comes dur
ing the few days just before Christ
mas. Then the spirit of the season
is on everyone and they think at the
last minute of some poor family they
wish to remember. This year they
have thought of these things earlier.
and the storekeepers attribute the
change to the stories OF the war and
the ruin and desolation which pre-
walls in Europe.
There seems to be more genuine
Christmas spirit among the shoppers
than ever before, and the 20. I sup
pose I must get something for her
air is less apparent. Everyone seems
to be in a subdued spirit, realizing
they have much TO be thankful for
in being in a country which is at
peace.
In spite Of the fact that clothes
and shoes for children are in greatest
demand, there is plenty Of call for
toys. This department is not affected
by the war, although practically all
of the toymakers of the world are
in the fighting armies, as this years
stock of toys s'as made and in this
country before the war commenced.
With the fine start that has been
made this season promises to be one
of the notable Christmas years In
Newark.