Evening star., 1924-03-25
BIC EASTER TRADE
ON FOR RETAILERS
Volume Already of Tre-
rnendous Proportions, Is
New York Record.
by j. q. ROYLE.


Special Dispa tch to The Star.
NEW YORK, March 25.-The vol
ume of Easter retail trade in the
United States has already reached
tremendous proportions. Not only
does it show no signs Of slackening,
but there Is every evidence that II
will increase steadily owing, inspart,
to the fact, that Easter comes this
year as late as April 20. The fact
has encouraged retail buying, which
for two years past has been hamper
ed by bad weather the end of Lent.
This year, both retailers and the
weather will have been stabilized be-
fore the middle OF April.
Accuracy Demonstrated.
The accuracy of the above state
ments is being fully borne out by
the volume OF trade in the last week
Denver. Kansas City, 81. Paul and
other trade centers. Eight of the
largest department stores ~ Chicago
report they did more business last
week than during any other similar
period since the holiday season.
Wholesalers there also report more ac-
tivity. Not only are the New York
stores crowded, but some or them
have increased their extra employees,
who work only on Saturday. from leo
to 200 workers.
There has been a very considerable
/ delivery of spring stocks TO retailers
, and the latter are not letting them
remain quiescent on their shelves.
| The first showings of mems and wom-
! ems spring and summer clothing have
been accompanied by the most lib
erai sort OF advertising throughout the
west and middle west, and 1t is known
on unquesllUned authority that the
advertising appropriations of stores
in the larger centers Tor the next
thirty days are such as to rival those
| of the most prosperous periods of re-
cent years.
Likened to Christmas Week.
Aisles of retail stores have taken
on the appearance OF Christmas week
| and retailers are placing recorders
! with increasing frequency In the APP
parei lines. Naturally the interest OF
! the public is centering on clothing at
the present time. There is now no
doubt that wholesale sales or mems
and women's garments for the last
| two months have ranged from 10 to
40 per cent ahead OF those OF the
! late months of 1923. The apparel
trade normally increases in this
month and March this year has
| proved no exception SO far.
The children's garment trade had
| shown even more striking advances
and perhaps is now in the most fa-
vorable situation Of any apparel line.
! In women's garments the demand for
suits, which undoubtedly has been
| stimulated by the fact that this is a
presidential year and one In which
women will play an active political
part, Is more than making up for
the slight decrease in demand for
dresses. The increase in the call for
Z 10 fn1I In. .trrr
which is inevitable in view of the
| increased interest i'll outdoor amuse-
ments among both men and women
| in America.
Mems Clothing SIumps.
The demand for mems clothing has
not shown the same activity. Many
! retailers are still struggling with an
less. the strong position OF the wool
market may be counted on to coun-
teract any immediate possibility of
a radical cut In garment prices. Re-
taiiers, however, are not overextend-
ing themselves. The possibility of
mate goal of every retailer. has been
impressed on them by the policy
which so many of them have been
following Of buying in moderate
quantities for quick deliveries, with
frequent recorders.
Retailers say that 1t is more ad-
| Vantageous to buy mems and WON
ems apparel in small quantities and
! replace stock when necessary rather
than to take TIE chances of having
stock spoil on their hands as a
result of possible style changes
which Will necessitate disastrous
mark downs" This saving, they
say, more than overcomes the slightly
higher price the retailer is forced
to pay by buying In small lots.
Manufacturers who at first com-
bated this tendency vigorously are
| beginning to fall in with 1t, under
realization that it gives them oppor-
tunity to swing quickly in response
result of this method of doing bnsj-
ness frequent and steady recorders
are expected in the apparel trade in
the next three weeks.