TIME TO SPEND

Rotorua Morning Post, Volume 2, Issue 381, 17 November 1932, Page 2

TIME TO SPEND

FREER BUYING URGED BY N.Z. DRAPERS' ORGAN SERVICE TO COUNTRY "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 held-over building and additions to staffs," states an editorial arfcicle in the "N.Z. Draper." The article adds that there are thousands of people in the Dominion who could spend freely if they we 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 themselves many things, which they could well afford to buy. Such people may piide themselves on their thrift, and on their immunity from the finaneial worries common to their fellows, but they are doing the country a grave disservice," continues this opiniou in the official organ of the New Zealand Drapers, Clothiers, and Boot Retailers' Federation. Hoarding Obsession "Save! Save! Save! was the cry for years. Children were taught to save 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 to make them realise the harm they are doing not only to their own characters but to the country. "What are retailers doing to spread the gospel of spending? There is an opportunity here, per medium of their advertising space, for retailers to show newspaper readers the wisdom of buying as freely as possible. It should fibf be necessary to offer "bargain" lines right in the middle of the season as an inducement to buy. The public has been led to loolc for too much of this sort of thing, and to a large extent retailers have themselves to blame if customers won't enter their stores except on "Special Offer" occasions. Telling Campaigil Needed "We may be mistaken, but we feel that carefully worded, convincing messages on the advisability of spending would have a most beneficial effect in a vsry short time. The average woman likes to spend money and if she is encouraged to believe that spending is a good thing at the present time, then she will quickly seize the opportunity to buy those things that she has been denying herself or her family. The same applies to men. With the approach of the Christmas season the time could ttot be more opportune for an intensive canipaign by individual retailers along the lines suggested. "When money is tight, customers are restless. Your service and value may be as good as any the neighbourhood can show. But, when the 1 housewif e is counting every penny twice, she is prepared to take nothing for granted. If another retailer can convey to her, by clever selling tactics, the impression that his value is better, then he gets the business. Restless customers are prospective customers — for somebody else. "Now is the time to advertise. Now is the time £o broadcast in every possible way the fact that your business is alive."