Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-11-08
All Other States and Canada.
Member Of the Associated Press.
What Christmas Buying Means.

Christmas giving this year takes on
a new significance that already has
been recognized by the National Retail
Dry G1ods Association in fostering q
Nationwide campaign on the part Of
producers and distributors to stimulate
buying A successful campaign, it is
pointed out, would increase the normal
five-billion- dollar trade that falls within
the four weeks before Christmas by
more than a billion dollars. and this
business would, in turn, demand the
employment of some six hundred thou
sand additional store employees and
heavy requirements of stocks for i'm
mediate or future needs, not to men
ton the increased employment oppor-
tunities in freight, mail and express
services. 1t is a worthwhile objective.
A successful season by store or any
other large enterprise does not mean
the mere increase of profits to manage
ment or ownership. 1t plays an i'm
nensely important part in the welfare
and comfort of hundreds Of men and
women whose livelihood depends upon
regular employment.
The National Retail Dry Goods Asso-
citation recognizes at the outset that
Christmas buying must share the stage
with the demand for relief Of the SUI
fering. There is no reason why there
should be a conflict between the two
appeals. It is a duty to give willingly
and generously to the relief Of the
needy through the organizations that
have been established for that purpose.
It Is an economic necessity, at the same
time, that healthy trade and commerce
be maintained and that advantage be
taken Of the Christmas season, with its
gift-exchange custom, to inject q slim
ulant that may close up the narrow
margin between hard times" and
good times"
One Of the interesting indications Of
the potential purchasing power that he'
in the hands Of the consuming public
now is the impressive showing made
by the annual statements OF the
Christmas savings accounts. In Chi
-cazo the Association Of Mutual Savings
Banks estimates an increase in Christ
mas savings of more than million
doIlars-and this organization, Of course
speaks for q relatively small proportion
of the savings banks of the Nation
Here in Washington it Is estimated that
Washingtonians have subscribed" q
total Of $s,4s4,4lo to Christmas savings
clubs this year, as against $7,e35, 25o
last year-a gain Of more than $500, 900
The club members have increased more
than six thousand over last years en-
rollment of some ninety-two thousand
The average deposit per member for the
Christmas clubs this year is $s6, a
against last years $S4-a mos: favor
able comparison, by the way, with the
average deposit per member for thu
country at large, which is $3.50.
These figures are mere additional evil
dence Of the recognized facts concern
ing the enormous funds that now liz
in savings deposits. The release OF
healthy portion OF SUCH tunoS oepeno'
upon a return of the confidence thai
even now is manifesting itself. Te
the normal amount Of pleasure anc
satisfaction that goes into the purchase
of gifts for others at Christmas time
there can be added, this year, thu
knowledge that every additional dollal
spent means that much more towarC
restoration of normal business and al
that normal business implies in tn
everyday life and welfare of the Nation