Evening star., 1940-03-24
Easter Volumes
Reported Best
Since 1887
Hangover Of Winter
Weather Affects
Some Areas
BY FRANK MacMILLEN,

Associated Press Business Writer.
NEW YORK, March 23-Retail
merchants in many communities
counted today wide trade gains over
last year in the heaviest Easter buy
ing since 1887.
In some places in the South, rec
ord Easter sales were reported in a
Nation wide survey.
A winter hangover of snow and
cold in the North and East delayed
purchases for the spring parade Of
fashions, making for an uneven
business showing sectionally.
Despite the reluctance of winter
to yield to the official arrival of
spring, trade generally seemed we'll
ahead of last year as cash registers
in the United States jingled to
peacetime spending for spring
styles, new hats and shoes, Easter
baskets.
Industrial communities had the
advantage of expanded factory pay
rolls and some reported trade gains
ranging from 10 to 30 per cent over
March, 1889, figures. The earliest
Easter in Is years distorted the
year-to-year comparison, making
appraisal of the Easter influence
lifficult.
Buying Is Delayed.
Many retailers predicted post
Easter buying of spring merchan-
disc would be larger than usual this
year because wintry temperatures
had delayed the acquisition Of
clothes for the balmy season.
Experienced analysts were un-
certain whether the winters decline
in mill and factory activity had cur
tailed trade Importantly. Some
merchants said Easter buying topped
their expectations. Others were
disappointed but waited for better
weather to show the real trend of
public demand.
Latest data revealed the setback
from the peaks of the autumn war
upswing had been extended. The
Associated Press Index of Industrial
Activity declined for the tenth
week, falling to 98.7 per cent of the
1929-30 level compared with a late
1889 peak around 112 and with 879
year ago.
Steel production was down to 624
per cent of capacity from an autumn
top Of about "a. Rail loadings and
electric power use reflected the re-
ceding tide Of production.
War Orders Uncertain.
The advent Of spring-by the call
endar anyway-shed little light on
prospects for war orders, which have
fallen below what many anticipated
at the start of Europe's struggle.
Offering most promise of a nearby
prop for industry, analysts said, was
squirt in home building, a leader
in last years late spring turn of
business toward expansion follow
ing a winter decline.
In Wall Street, stocks and COM
modities favored for war business
rallied this week in a narrow range
as peace talk faded on the news OF
British and German air raids and
the overthrow of the Daladier cab
met in France. But speculation
still seemed to be marking time, as
1t did most of the winter, waiting
for the atmosphere to clear, both
on political strategy at home and
war fortunes in Europe.
Surveying the Easter trade re-
turns, a United States Department
of Commerce expert said prolonged
cold in the North and East hit the
spring shopping urge hard.
Nevertheless, he rated spring busi-
ness at retail counters well ahead
Of 1889 and forecast much buying
normally done before Easter would
be carried over into April.
Reports Reviewed.
High lights of reports from trade
centers follow:
BIRMINGHAM. - Department
stores rated Easter trade 20 to IS
per cent better than in 1899, with
volume topping 1929 figures. High
er-priced items in demand. Mer-
chants attributed gains partly to in
creased steel pay rolls in five months
ended March l.
MIAMI-Leading merchants re-
ported Easter sales up Is to so per
cent over last March, with general
business improvement described as
main influence behind the rise.
ATLANTA.-Richa-d Rich, presi-
dent Rich's Department Store, said
Atlanta's pre-Easter trade up about
30 per cent, compared with year
ago. Davidson-Paxon said apparel
sales 'far ahead of last year."
NEW EANS-Executives NJ
three largest New Orleans stores de-
scribed Easter trade substantially
ahead Of 1889. particularly in clothes.
(See TRADE. Page E-O