New-York tribune., 1921-12-25
Holiday Shoppers Take
Lower Priced Gifts. but
More of Them. Making
Their MoneyCo Further
Peak of Activity
Later i'm Season
Luxuries Not Neglected,
but Most ExpensiveArti-
cles in Light Demand

TN A world full of many subnor-
malities and abnormalitieS. at
least one thing has been running
along much the same as it did in the
halcyon days before the war. The
spirit of giving Christmas gifts ap-
parently has not been vitiated by
the business depression or unemploy-
ment. The fultillment of this spirit,
incidentally, has. done more to bring
retail business this year closer to
normal proportions than many mer-
chants thought possible even so late
as month ago.
Holiday shopping. at least in the big
department stores In New York, has
been extremely good. In most cases
the big stores expect to equal or ex-
ceed the record figures of year ago,
when the final totals are cast up. All
of them report having sold a greater
quantity Of merchandise than they did
a year ago, although the lower prices
value from coming up to the record of
year ago.
All the holiday spending was not
strictly voluntary on the part of the
public Retail executives here saw
that never in their experience has the
public been so cajoled, wheedled and
coaxed to spend its money as it has
this year. through the medium of ad-
vertising. Cut price sales were
hoerally featured along with the reg
niar Christmas advertising, and ap-
parently it had the desired effect, for
the stores report that stocks have been
well cleared away. The full effect of
Christmas shopping on stocks in the
hands OF the retailers will not be
definitely known until the end of the
next month, for inventories usually
are not taken until after the end of the
January clearance sales. However.
since the retailers have been buying
close to current requirements for more
ohan year, the good Christmas busi-
mess has left their stock shelves more
depicted than usual, particularly of the
less staple articles
Same Character
Was there any noticeable change
in the character of goods demanded for
christmas gifts this year," was the
question put to one retail executive.
NO., he replied, land this was
rather surprising. We find that the
puollc has taken about the usual ouan-
tlties OF fancy bags. boudoir acces
SORES, medium priced jewelry and
other merchandise that might fall into
the luxury class. The campaign con-
ducted by one apparel association, in
~hlch a number of garment manufac-
Iurers also participated, had absolute
~ no effect, so far as we can deter
mine IN our store. A certain amount
OF wearable gifts always are purchased
at Christmas, but they are the minor
apparel items. Cloaks, suits. dresses
and mems suits ana overcoats are tho
exceptional rather than the usual
Christmas gifts. Besides, such things
cost fair sums of money. and Inc
average Christmas present does NOT
range much above SO in value"
This executive is connected with ono
OF the large department stores that
caters to the medium class trade
oh ruth Avenue the Christmas
u business has been slightly different
mere while the volume of units of
aeie"aioise compares we'll with last
year and in most cases is ahead Of
iast year, the dollars and cents Volume
mas not shown up proportionatelv we'll
Our customers" said the head of
"neo one ruin Avenue department store,
are not buying as many extensive
gifts. Our jewelry department. for in- NJ
stance, while showing a good sales
.ptal, has done most of its business on
tne less expensive articles. Diamonds
ana the other high priced articlss
1ase nase not sold S we'll as they did in
NV and 1919. We feel the trend If
1,I business much as Wall Street feels Il
ne rather dull market for stocks that
mas prevailed during most of the YEAR
gave us key to what we MIGHT ev-
pect at Christmas time.
Cams Over Last Year
On the other hand, our depa rtments
handing luXuries of the cheaper type
nav nave gone ahead OF last year. One e of of
my good friends dropped into NV oft;ca
just the other dav after baY;n I