Evening star., 1939-12-19
Retail Trade Shifts
To High Gear in
Late YuIe Rush
DolIur Sales Estimuted
a to IS Per Cent Ahead
Of Lost Yeor
BY PAUL D. GESNER,
Associated Press Financial Writer


NEW YORK, Dec. 19.-Christmas
shopping shifted into high gear this
week as customers thronged de-
partment and variety stores across
the Nation in last-minute gift buy
ing
Dollar sales in key cities were re-
ported running 4 to Is per cent
above last year on the average. AS
prices this year are between and 4
per cent above last Christmas sea-
son, this meant that volume of
goods moving across store counters
was not showing quite as wide gains,
but was nevertheless satisfactory"
-Four more days of good weather
will make us all happy when the
final results are tabulated," one de-
partment store executive said.
-Four days of rainy weather will
put us all in the doghouse."
Granted sunny skies, it was being
predicted December department
store sales may average 6 to per
cent above last year for the coun-
try as a whole, with regional dollar
totals in some sections topping the
like 1888 month by as much as 16
or 18 per cent.
East Takes Lead.
The briskest shopping currently
Is going forward in the Eastern half
of the Nation. Sharp expansion
over the 1888 yule days are re-
ported in New York City. Philadel-
phia. Richmond. Atlanta and st.
Louis. A fair pace of buying is also
indicated in Minneapolis and the
Northwest generally.
Checkup of the New York metro
politan area today revealed that
shoppers here, as in many other
cities, still would rather buck heavy
crowds than get up early in the
morning.
You could shoot dear in any New
York store up to IL o'clock in the
morning" said an executive
Around II the crowds begin COM
ing. and by noon the aisles are
ehoked and everythings a mad
house. But we do the best we can
Shoppers could save energy and
shoe leather, however, if they'd set
the alarm clock an hour earlier and
get downtown ahead of the mob"
Wholesalers reported today that
store orders for spring goods were
beginning to trickle in, although
YooSt rnorch o,,tc u,oro ctool,;x, 49,,
tiously, despite the fact that Easter
next year falls on March "a, earlier
than usual. Easter last year fell on
April g.
Depends on Weather.
Easter season sales ranging 4 to 8
per cent ahead of last year are now
being forecast. The experts re-
mind, however, that volume of busi-
ness next Spring. as during the re-
naming days before Christmas, will
depend largely upon the type of
weather prevailing.
Merchants were worrying more
ABOUT the weather in the spring out
look than consumer purchasing
power A fairly full family pocket
book in most sections was seen for
next March and April. Industrial
activity currently is proceeding at
the fastest pace in 10 years, and
wheat and cotton values have been
fitting upward recently, improving
the farmers cash income outlook in
the West and the South.
While operations in many lines of
industry are expected to taper some
what in early 1910, no outright COL
lapse is being forecast, and the ex-
perts are hoping jobs and workers
incomes will continue to hold at
fairly reasonable levels.
The steel industry, for example,
Is currently operating at better than
80 per cent of capacity. Easing of
mill activity after the turn of the
year is expected, yet the experts
think the industry will enjoy at least
a 10 per cent rate in the opening
1910 quarter, which is good business
in any mans language. In the first
1889 quarter, steel production pro-
ceeded at little over so per cent
Of capacity.