Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1918-12-23
NEW RECORD SET
Y. IN. XMAS BUYING
Gift Purchasers Reach High
Mark in Volume and
Amount Expended
CROWDS CHOKE STREETS
Christmas Sales Far Exceed
Previous Figures, Says
Ellis A. Gimbel

The present Christmas season has
been the greatest in the business his
tory Of the city, merchants said this
Afternoon.
The expenditures by shoppers in Phil
adelphia have mounted high into the
millions, The business of all stores,
large and small, in all parts Of the city
has been tremendous.
Never have the people paid out such
a huge sum for Christmas presents. All
records have been broken.
And this afternoon, with Christmas
only two days off. the rush for gifts
continues undated. The streets in the
color and filled with moving thousands.
The stores were packed to the doors.
"smashed AL Records"
TN volume and value" said Elhs
Gimbel this afternoon, ''the holiday
business this year has smashed all rec
ords. 1t is safe to say that the depart
ment stores alone have sold more than
$50. 900, 900 worth Of merchandise dur-
ing December. Virtually all of this
huge pile of merchandise represents
Christmas gifts"
Mr.. Gimbel. voicing the sentiments Of
other merchants, asserted that the stores
rave never handled such huge crowds
of Christmas shoppers and explaining
the bumper business said It was due to
a combination of unique circumstances.
1.-THE war is over" said Mr.. Gimbel,
"and the people are happy. They are
expressing their happiness by buying
gifts and 1t is apparent that every man,
woman and child in the city is going
the limit"
Wide Range in Gifts
"In the old days the bulk Of the
Christmas business was confined to
jewelry and novelties, but this year
everything Is being sold from talking
machines to blankets. The people have
evidently drawn a lesson from the war,
for they are putting their money to
good uses.
"In the department stores every de-
partment Is doing a wonderful business.
The business began early in the month
and increased in volume until Saturday
1t was virtually impossible 10 serve the
ever-increasing lumber Of buyers. To-
day M tomorrow will continue TO
Smash all records IN the commercial
history of Philadelphia"
Herbert j. lilly, general manage OF
the Strawbridge & Clothier store, today
said the Christmas business Of his store
was 1.-THE greatest in our history"
This year. added Mr.. THY, "the peo.
pie have a real Christmas spirit. After
nearly five years of war there is a great
reaction and the people are once more
happy and giving Expression to their feel.
ings. Never in its history of fifty years
has the Strawbridge 6 Clothier store
done such an enormous holiday bust
ness. ...,
Everybody Prosperous
Everybody is prosperous and every,
body Is spending money. This years
holiday business speaks volumes for thu
prosperity of our city,
1.-The war has developed a fondness
for music" said Walter Eckhardt, an
official of the Chamber of Commerce, and
a Chestnut street business man, a m
this Is made plain in the UMPIRE
cedented demand for musical instru.
ments. Our business this season Is
the greatest in our history. THAT Is
due to the fact that the people are sup,
piled with money and to the fact tina
the Liberty Sings and patriotic meetings
have developed a taste for music"
The shop early campaign bore fruit
this year, according to Charles C. Wrig.
gins Of the B.. F. Devices store. "In
stead of waiting until the last few days
before the holiday to do their buying
said Mr.. virgins, "the people began
to do their shopping early. This has
aided the stores to handle the great
business and serve the Christmas shop,
pers much better than under the old
time system. This years business ex.
ceeds everything in the history Of Phila.
delphia stores. And best of all tn,