Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1921-11-29
Why Not Do 1t Enrly2

" EAR after year as we enter upon the
holiday buying season, the familiar
bit OF advice, do your Christmas shopping
early, makes its appearance in the press
and is echoed in the stores with such
methodica regularity that 1t has become
stereotyped This year. far as this news
paper is concerned, shall be no exception,
and it hereby urges all its readers to bestir
themselves to their Christmas shopping. The
bit of ancient advice Is supported by the
same old familiar arguments-fresh stocks,
wide selections, unwearied, helpful clerks,
and avoidance of the last-hour rush. 1t
would seem almost unnecessary to repeat
the time-worn admonition and to sum up
again the reasons why early shopping Is de-
sirable, so often have they been insistently
urged upon the public with the result. per-
haps. that the Christmas Eve crowds have
beer. just trihc less terrifying than before
the early-buyng habit became popular
This year there is an added argument for
early shopping. one which should appeal to
buyers. Merchants are just emerging from
a long period OF uncertainty and stress fell
lowing the war and the consequent wild ex-
travagance of imitation They have had their
troubles with tight money. decreased buy
ing-which in some instances amounted al
most to n boycott-with high prices not of
their own making, with aggravated over
head and the general slowing up incident
10 widespread unemployment. Most of them,
here in Rishmond at least, have come thus
far through the period of readjustment in
good shape. They have taken their losses
Loyalty and for the most part uncomplain-
ingly, while the fact that they have sur
vived is proof sufficient of the solidity of
their business foundation. With the period
OF readjustment now apparently in its final
stage and conditions rapidly on the mend,
they are prepared to take advantage of the
better which is believed to be at hand
and to share with their patrons in those
advantages.
Richmond's stores are we'll stocked this
year, but it is desirable that business be
kept moving. 1t is not enough that the
merchants be assured of satisfactory total
sales during the rush days Immediately
preceding Christmas. The, heavy sales
should be spread over the days of the COM
parativey short season that intervenes be-
tween this and the greatest of all holidays.
Thrift to the nth degree had it's good pur-
poses during the and the years follow
ing. II taught the nation a sorely needed
lesson and it has helped to get business
down once more to bedrock but happily the
time has passed when it is the first pre-
requisite to the re-cstablishment of pros
pcrity. Under rapidly lettering conditions
with Unemployment decreasing, credit
easier. money more plentiful, and Richmond
about to enter upon the greatest building
era OF its history. the holiday season should
be made one, not of thoughtless, extrava-
giant buying, but OF liberal, wisely planned
purchases. The seasons offerings are
varied and attractive. The time is short
and the merchants are prepared to serve
as never before.
Why not, then, do your Christmas shop
ping early this year, if you never. have be-
fore? You will thus contribute to your
own convenience and satisfaction, and help
to give Richmond business the encourage
ment which it's solid progressiveness so rich
y deserves.