Milford chronicle., 1921-12-16
EARLY SHOPPING
HELPS MERCHANTS
ORDERLY AND SYSTEMATIC PURCHAS-
ING PROVES BOON TO BOTH PUB
Lie AND employees.
The PEOPLES OPPORTUNITY
MILFORD STOREKEEPERS IMPLORE PUR-
CHASERS TO SHOP EARLY In The
DAY AS REMEDY.

1t is fair question. Anyone can
nnd-does lind, every day in the
month and almost every hour of the
day-press1ng reasons for deferring
Christmas shopping until it shall be
more convenient in point of time or
money Why not, then, demand real.
substantial reasons for the annual
urge Shop Early" which, at this time
OF the month, is due for paraphras-
ing into the older American admoni-
ton, DO 1t noW," supplemented with,
DO it early in the day."
The many business interests which
within the past few years have done
their utmost to impress the public
with the wisdom of early Christmas
shopping, have reviewed in detail the
advantages accruing to the shoppers
as well as to the employees of the
stores. But we are strong for senti-
ment in the United States, and the
people at large, with the national in
stinct dominant, have seen the tired
sales girl as the only figure in the
picture.
Well, it's all there, and it's all true.
The sales girl does get very tired. She
does need every bit of help the public
can give in aVerting the crushing con-
gestion of trade that commonly devel-
ops during and just prior to Christ
mas week.
But the public's burdens and handi-
caps, which arise from it's tendency to
neglect its own welfare, come nearer
home and are well worthy of sober
consideratiOn-even of sentiment.
CT
thing within their power represent,
well in advance of the holidays, the
widest variety of holiday merchandise.
1t is a service to the public that costs
real money in addition to much
thought and care. Early investment of
capital, requisite for early display of
goods, represents direct expense and
one felt in ways beyond mere loss of
on the funds employed. There
is also an obvious encroachment of
holiday merchandise on the adyertis-
ing and store display space, on the
time of the working forces, on the
whole conduct of the business, at the
expense of other merchandise that is
regarded as more seasonable
Tor fall and early winter than for ac-
tual Christmastide. The public is af-
forded every possible opportunity to
enjoy, for it's distinctly range of Sc
lection and the best possible service.
In the spring and again in the fall
people always know what they need.
If, at the opening of the two seasons,
they don't know, they make all haste
% find out. They do real shopping
hen. They give ample time and close
observation to the obvious duty of get
ing precisely what they want at such
prices as they feel they can afford.
Yet in the matter of Christmas
shopping, although much has been ac-
'omplished in the way of popular ed
lcations, millions remain who let it
20 until the last few days; forfeit all
he costly and carefully planned op-s
'ortunities for judicious choice; and
pend money for hurried purchases
which have been neither well weigh
ID nor well selected.
If we, as people, are prone to be
moved by sentiment, we are also pe-
uliarly alive to the significance of
gures. Suppose we supplement the
we feel for the sales girl,
Thom we so callously overwOrk, with
ONE figures that come mighty near
ONE to ourselves.