Evening journal., 1921-12-09
TRUE SHOPPING WISDOM.

ut rs fair question TO Wilmington shoppers Anyone
i can nnd-does nnd every day in The month and al
most every hour OF the dsyprssns reasons for defer
ring Christmas shopping until shall be more convent
ent In point Of time money
Why not then demand real substantial reasons for the
annual urge shop Early" which, at thB time OF the
month due for paraphrasing into the older American
admonition 10 It now" supplemented with-Do II early
in the day"
TIE many business interests which, within the last few
years have done their utmost TO Impress the public win
the wisdom OF early Christmas shopping, have reviewed
in detail the advantages accruing TO the shoppers as well
as % e employees OF the stores But are strong for
sentiment Wilmington and in other parts OF the United
states and people at with the national instinct
dominant the tired sales girl as the only figure
in the picture.
We'll it's all there and it's all true The sales girl does
get very tired She need every bit OF help the public
can give in averng the crushing congestion Of trade that
commonly develops during and just prior TO Christmas
week.
But the pubcs burdens and handicaps, which arise
from its tendency neglect its waare come nearer
home and are worthy Of sober consderation-even
OF sentiment
The stores as rule do everything within their power
to present well in advance Of the holidays the widest
rIety III holiday merchandise
II service to the public that costs real money in ad-
diuon TO much thought and
Early investment OF capital requisite for early display
Of goods represents direct expense and felt In ways
beyond mere loss OF interest on the funds employed
There Is also an obvious encroachment OF holiday
chandse on advertising and store display space on
the time OF working forces the whole conduct OF
The business at the expense OF other merchandise that is
usually regarded seasonabe for fall and early
winter than for the actual Christmastide
The public afforded every possible opportunity TO en-
10y for its dstlnctvey holiday purchases the broadest
range Of selection and the best possible service.
In spring and again fall, Wilmington folk, as rule,
tho
two seasons they don't know, hey make all haste to find
out Tney do real shopping then. They give ample time
and observation to the obvious duty Of getting pre-
csely what they want at su prices as they feel hcy can
afford.
Yet in the matter Of CHRISTMAS shopping, although
much has accomplished In the way OF popular edu-
cation millions who let it 90 until the last few
days forfeit all the costly and carefuly-panned oppor
tunies for judicous choice and spend money for hur
red purchases which have been neither we'll weighed MOI
well selected.
I, we wilmingtoniaDs and other Deawareans as peo
ple are prone be moved by sentiment we also pecu
liary are alive the significance OF ngures Suppose
supplement the sympathy feel for the sales girl whor
we so callousy overSork with some figures that com
mighty near home to ourselves
The yearly volume OF sales in The department stores
specially shops and dry goods OF the United State
4 is s70O0OOOOoO
or that immense sum- a per cent or about sOoooOOO
Is laid out in the month OF Decenber-very close to s.
& for every family in the United states.
n Any grown person approximate, in the instance Q
his or her own family what percentage goes for Christ
mas presents II no more than one-ha s25 per family
f5e0O00O0O the agsregaie-s spent It equals tn
sum paid out in any months OF the year 70
what are considered common necessares.
Yet every other half billion out OF the billions
expended with the forethoush and IN seec
tlon. Then why not this half billion FOR our Christina
/ gfts7
Why not then shop early, systematically carefully. 10
ones satisfaction and what is more important II
shopping Of this kind for the real satisfaction Of XII
and friendsg
why spend our s5OOOooooo-if that be fair esii
maeto our very best advantage. instead OF delay
ing guessing and the end taking the leavings OF tn
thousands who already had their pick OF the best
For there thousands OF early shoppers now man
thousands, who shop only early the pre-Chrsima
4 season but early in the day
They are the shrewd shoppers who have observed tina
stocks are always complete well ordered freshest in IN
Norenoon and that the girl then at her best an
y bNghtesi Tor their service
Their numbers restricted 10 our own cour
try. The shop Early has extended 10 Canad
England, Scotland and 70 New Zealand The sui
siantial reasons backing up The desre-v$,ich is :
amply iustihedto relieve retail forces OF needles
II oyerwork. have given it International scope
II Il may be because the pounds shiings and pence Al
Scarcer there than the dollar is here But there are
good many millions OF in United sates these da,
ssho enough TO make dollar go as far as
can. And half billion OF them are surely worthy
# careful expenditure and early, selective shopping
TO "Do your Christmas Shopping Early" is wsdC
thai should be acceptable by all Delawareans-