Evening star., 1936-03-22
TRADE EXPECTED
TO SURGE UPWARD
| IN COMING WEEKS
Sharp Sales Rise Likely
After Floods, Storms and
Cold Weather.
EASTERN STORES RUSH
TO REPLACE SUPPLIES
Authorities Predict Tremendous
Gains Will Wipe Out Losses
of Last Week.
BY RAIDER WINGET,

BY RAIDER WINGET,
Associated Pres. Financial Writer.
An expanding national retail trade
which promised the greatest Easter
volume in more than five years was
crushed last week by floods, storms
and cold weather.
In those portions Of the country
where favorable conditions prevailed.
however, the advance in business at
retail was substantial, ahead of the
previous week and the corresponding
period year ago.
Wholesale houses maintained an
above-average business with those
communities, but the total OF trade
was little changed from the previous
week.
Buyers from the Eastern flood dis
trict entered the large Eastern and
Western primary markets by the hun
dreds to replace basement and main
floor lines damaged by water.
Several authorities predicted the
latter part of March and the early
April would witness tremendous gain
in sales which would wipe out last
weeks losses.
Large Areas Disorganized.
The Department of Commerce in
freporting on conditions in 80 cities for
the week ended Wednesday said, 'prac-
tically all divisions of trade and in
dustry were seriously disorganized
| throughout large areas of the East
=. The vigor of seasonal influ-
ences, however, accelerated the up
ward trend of retail buying in sub
stantially all regions of the country
that escaped the devastating floods. y
Industrial activity reacted much the
same as retail and wholesale markets.
The Associated Press index placed &C.
tivity at 1913 per cent of the 192e-3o
average, on a seasonal basis, compared
with 816 per cent the week previous.
Since several of the sub-indices of
the master index are for the week
ended March IA. the curtailment
caused by floods was not fully re-
! fiected.
| Steel Estimates Revised.
Steel output was estimated at the
beginning of the week at so per cent
of capacity by the American Iron g.
Steel Institute, the highest since Sep
| tember, 1880, but later information
may cut the current rate to between
so and So per cent.
Because of a loss in coal shipments.
carloadings for the week ended March
IA dropped to 616862 cars from 634,-
82s cars the week before. The total
for last week is expected to be reduced
materially by high water, which not
only impeded the movement OF trains,
but also eliminated the needs of fac
tories and business houses for ma
terials.
Automobile manufacturers were un-
affected and produced 1928 units.
against e0,660 the previous week and
1O0,065 a year ago. Sales are about
equal with year ago.
Detailed Reports Given.
Detailed reports on conditions by
Federal reserve districts follow:
BOSTON.-Retailers in scores OF
communities were more concerned with
stemming flood waters than with
Easter trade. Operations of numerous
wooden and cotton mills were brought
to a standstill, as were tanneries and
other factors in the leather business.
NEW YORK-Department store
sales in the New York metropolitan
area gained about IL per cent over a
year ago, a little better than recent
estimates for the entire district. Brisk
Easter trade was forecast in areas not
hit by floods. Buyers for retail estab-
lishments entered the market to re-
place basement and first flood goods
PHILADELPHIA.-S weather
sent Philadelphia area trade to new
high for 1886 and 10 to IL per cent
ahead of 1885. Spring clothing con-
tinued in strong demand. Floods and
storms delayed shipments to Western
| sections
CLEVELAND. - Department store
executives anticipate unusual Easter
volume, perhaps the best since 1880 or
1881. The current weeks weather re-
tarded trade. Cleveland-Lorain and
youngstown steel operations gained.
ATLANTA.-Merchants prepared for
Easter buying with additional sales people
and enlarged merchandising plans. Re-
| tail sales were about unchanged from the
previous week. but were considerably
above year ago. Birminsham steel was
CHICAGo.-EarIy Easter retail trade
| gained sharply and averaged 10 to is per
cent over year ago. Sales staffs were
enlarged in many stores in anticipation
Of the best Easter turnover In three to
| five years. Chicago manufacturing pay
| rolls are 81 per cent over a year ago.
| Relief rolls are smaller.
ST. LOUIS.-Retail trade was slightly
| improved. but Easter buying was delayed
by cold weather. Wholesale trade is
hesitant. with some delays encountered in
orders Of Easter goods for prompt ships
| ment. General employment is steady.
KANSAS CITY.-Department store sales
were up Is to 20 per cent from a year
with emphasis on style goods. Sales Of
| years. Retailers estimated immediate buy.
| ing only for replacement needs.
| DALLAS.-PriZe live stock at the South
western exposition and fat stock show in
Fort Worth brought high prices. Interest
| in the oil business focused on Titus and
| rranklin Counties new field.
SAN FRANCISCO.-The Far Vests
Easter trade is of to the best start in
five years. with gains in major cities
ransing from s to % per cent over last
year. Reports from industry. agriculture
and transportation systems continued
| good.