TIME TO SPEND

Hokitika Guardian, 15 November 1932, Page 8

TIME TO SPEND

ADVICE GIVEN BY DRAPERS

GREATER ADVERTISING URGE!

WELLINGTON, November 14

‘‘Freer spending will soon create a feeling of hopefulness in the Whole community, and would encourage business men to go ahead on their part with heldrover building ahd additions to staffs/-’: states an editorial article in “The N.Z> Draper.” The article adds that there are thousands ofpeojpiein the 1 Dominion who could spend freSly Were so disposed, and thus give a needful fillip to trade.

“Instead, they guard their money jealously, content to receive a modest rate of interest, and deny themslves many things which they could well afford to Buy. Such people may pride themselves on their thrift, aucf on their immunity from the financial worries common to their fellow s, but they, are doing the country a grave disservice,” continue this opinion in the official organ of the Nev; Zealand Drapers, Clothiers and Boot Retailers’ Federation. HOARDING OBSESSION.

“Save! Save! Save! was the cry for years. Children were'taught to savb their pennies; young men and women saved for a rainy day; older folk saved against old age. All this Was—and is —very commendable, and no one could wish to have contrary ideas inculcated in young or old.. But when - the saving habit becomes an obsession and men. hoard money simply because ‘it is money, then something ought to be done* tb lnake them*' realise!' the harm they are doing not only to their Own characters but to the country.

“What; are ietaileris doing to spread the gospel of spending? There is an opportunity here, jfer ’medium of their advertising space, for retailers tc? show', newspaper readers the wisdom of buy-; ing as ffeely aa possible. s lt should 'not be necessary to ' offer “bargain” lines right -in the middle of the season as , an inducement to-buy. The public 1 hr is been led to look for too much of this sort of thing, il attd to large f>xteit- retailers have themselves to blame .t fctistomtfrS won’teiiteir'th.i/s ores-exj-.epfc on ‘Special Offer’ occasions. A TELLING CAMPAIGN NEEDED. “Wo may be mistaken} but 1 w© feel, that carefully worded/ convincing ims - *-* sages on the advisability) of spending would have a most beneficial effect ini a 'very short time. The average ' woman likes to spend money,' nnd'if she is l encouraged to believe that spending is a -good thing at the) present . tiifie/: then- she will quickly' seize theoppOrtunity to buy those things that she has been 1 denying ' herself-or family. The same applies <to men. With the approach of the Christmas season >; the time could' not be more ■ opportuhe for* ah intensive campaign /by . individual retailers theMihes suggested : “When money is tight, customers are restless'.- 1 -Your value may* bo as good 'as any the neighbourhood cAn show. But, when the housewife-is counting every penny twice, she-'ie prepared to take notlvingf for*granted.’• If another trader can convey t<j lieiv i>y clever setting tactics, the' impression that his value ‘is' better,--then -he gets the business.' Restless -customers are prospective customers —for semebody else.

“Now is the time to advertise. Now is thd time to broadcast iit every possible "way- the frict that your business is alive.”