Evening star., 1942-12-20
Christmas Buying
Reported Breaking
All Records
Shoppers Attitude
Is Wrap 1t Up, How
Much Is 1t
BY FRANK MacMILLEN,

'HHHbt4ht'h ItSo DuSIutSS WIltbG,
NEW YORK. Dec. 19.-Biggest
employment and payrolls on rec
ord. together with sharply higher
farm income, have brought the
greatest rush of Christmas buying
in American history, survey today
showed
Retail trade experts and ANALYSTS
are looking for December depart
ment store dollar volume for the
whole country some 20 per cent
higher than for l941, despite
shortages of many types of mer-
chandise, particularly of the durable
lines, such as electrical appliances.
In war production towns where
there have been big increases in
population, stores have been so
jammed shoppers have had to fight
their way to counters.
Here are some notable charac-
teristics of this years holiday buy
ing:
l. Merchants generally report a
decided preference for worthwhile.
higher priced goods. Buyers are
going on the theory what they buy
now should be selected for dura-
bility.
2. Sales of jeWelry and luxury
goods have been huge in many
areas. Persons getting good pay
for the first time in years decided,
for instance, that now is the time
to buy that good watch papa or son
has always wanted
New Situation Met.
3. Many merchants are aiding
shoppers short of gasoline by stress
ing telephone service and mail or
ders and by changing store hours
to handle crowds better.
In view of the fact that the trend
is toward higher priced merchan-
disc, and prices are somewhat
higher than last year, the physical
volume of goods will not be up as
much as the estimated 10 per cent
gain in dollar sales A. w. Zelomek.
editor of the International Sta
tlStlcal Bureau and economist of
the Fairchild Publications, estimates
the aggregate unit volume for de-
partment stores up 10 per cent over
last year.
Throughout the country a large
proportion of stores, particularly de-
partment stores. were fortunate in
having huge inventories built up
long ago. These inventories began
to come down in late summer, how
ever, but were still substantial when
the Christmas season opened.
Despite the reduction of in
ventories in the Christmas season.
merchandising experts expect there
will be big volume of goods for
some time, despite shortages in some
lines.
San Francisco Rushed.
Here are some reports from about
the country:
San Franclsco-Christmas trade
here is the dizzieSt ever. War-plant
workers with more money than ever
in their lives are getting a kick out
OF spending it. Some retailers say
it is paradise, but too good. can't
last; soon We won't have anything
to sell"
New Orleans-Retail Merchants
Bureau says shoppers. realizing they
can't get some things, are buying
the best grades available.
Washington-With an extra quar-
ter of million people here, Christ
mas sales are estimated up 20 per
cent. Stores are crowded
Philadelphia-Great demand re-
ported for gifts, ranging from high
er-priced handbags and jewelry to
quality staples such as blankets.
Because of the shortage of store
help, crowds wait patiently at
counters.
Chicago-Association of Commerce
survey shows gift buying, exclusive
of normal trade. totaling sl34.0OO,- :
600, compared with sl26,O00 900 last
year.
Atlanta-Buying started earlier
and is going stronger than ever be-
fore. One store says its stocks are
now lower than at any time in IS
years, and the toy department looks
like picked turkey"
Pittsburgh Department store
sales are huge, with luxury goods