The sun., 1916-11-12
Receipts In stores Btg.

/" StOrts bbE.
\ mi''lner's shop on Regent street
took in s?t5 IN cash in one day. which
constitutes n record for the establish
ment. NJ nearly all the biz middle
class retail stores the figures are con.
siderably IN excess Of the receipts before
the war. Although the spring NJ 1914 WAS
one ~ the best seasons ever experienced
IN The history % the retail drapery
tal-.
The explanation everywhere given IL
~" sane. The middle classes are max
Ing money oct Of the war and are spend
Ing II. \ great part OF II. millions
Which the nation IL spending on tn. war
IN this country Is finding its way into me
shops. Money is circulating ~ freely
maj even with shorter shopping hours
a." receipts are much heavier thar nor
ma.
\ Char' cpnriied by the manager OF a
ieadinc Loui"u dcnar' m.nt storc shows
~" rise ana fall Of business during the
tNcntN-s'N months # war a. follows
July. l9l4-lIusin.ss normal.
October. 131I--Buslness fell 20 par
cent: money reported tight and pur-
chases confined mainly to Indispensable
commodities.
i'ecemher, I~sl4-Business normal
again. The recovery due to the newly
created prosperity among the middle
anu WorkinS classes set ny by the muni-
lions industry.
May. 1si5-3usiness 90 per cent. bet
ter than normal money plentiful. due to
the rapid expansion Of the munitions in
dustry.
July. islS-Business 80 per cent. bet
Ter than normal middle and industrial
classes spending the large wages which
they are sqfninG, and the number OF
these wage earners seems 20 be rapidly
increasing.
October. 1sI6-Business 40 per cent.
better than normal to the p~lentifulness
Of money Is added the cheerfulness that
comes from the sense Of victory. The
SsInme battle makes people 40 bright
that they feel more like spending money
Than ever.
No Foolish spending.
The head of one great store explains
MAT while there In this tremendous shop
ping boon, II canno by any stretch Of
the Imagination be termed q foolish OK
penditure Of money
Tho people who are spending money
today are spending II on useful articles
and demanding their moneys worth"
no says. They are not wasting 1t on
snowy articles OF little value. AS they
have always had In the past to consider
every penny they spent. so now the
same discriminating Instinct bids them
consider well each purchase. For In
stance, II they buy jewelry they do not
buy trashy jewelry but jewelry which
vii always bring them q fair percentage
other outlay in case .hey have to dis
pdse Of II.
Where they buy furs they do not buy
: imitation sable or imitation fox or imi-
'ation marten, but genuine fur"
Inquiry shows hat the businesses
which are chiefly benefting as the re-
suit OF the trade boom are diapers,
mlliners. piano dealers. middle class
jewellers, sho~emakers--in fact every bust
ness that is catering to the needs OF the
t"o prosperous classes to-day Is doing
well.
Shoemakere are making fortunes. For
every $3.50 Cair Of shoes they sold In
peace time they are selling a SI.50 pair
f"r every pair OF 81 high topped Kid
boots a pair at s.. and so on.
Girls Go Ia Work.
Apart from the tonic effect Oh bust
ness Of the .ioMme victories aud the
prosperity Of the inunitioners there IL
u" increased income of thousands Of
ho'"eholds due to daughters previously
' ~ nome having gone out to work. per-
uniting a weekly expenditure which In
peace time would rave been regarded AZ
Impossible,
The girl In business earning from $3.50
10 No a week thinks nothing of spend
h! S50 weekly on dress. This means
mon" In this country than In America.
l"f an English woman habitually spends
lar less IN dress than an American
woman.
Some curious examples of the way the
present wave OF prosperity is yielding an
nEAl IA nj lnag-- ~ ~ - eh. Ia