Albuquerque Morning Journal

CHRISTMAS PRESENTS.

First of all, buy early. The many advantages of taking time by the forelock in this important matter have been set forth with sufficient logic to make further comment on the subject superfluous. Buy early in the day, and early in the month.

But the road of the male Christmas shopper, unless he lives in the rosy glamour of love's first dream, and often even then, is paved with good intentions, and also beset with difficulties of time and choice. He puts off the bewildering moment until the last minute, and then rushes forth to seek inspiration from urgent necessity.

There is something to be said for him, because he really simplifies the problem facing him. Not knowing what he wants, he is easily led to want what he sees. From that to persuading himself that it is also what the intended recipients of the evidence of his holiday spirit will want the moment they see it is an easy step. The habit of many busy men to do their Christmas shopping by proxy, all but the purchase of the one supreme gift, may lack sentiment, but is not to be despised on that count, since the efficient, executive head of a trusted stenographer of the other sex may be relied upon to supply the sentiment in woman's proverbial delight in shopping. The planning of such a campaign is to her a pleasure, not a duty.

What to give? A treatise on the psychology of giving is here in order. Some have a veritable genius for it, others achieve success by close observation, inductive reasoning, and a careful system of elimination, the safest guide in an annually increasing embarras de richesse. A good memory, too, is useful here. A wish casually expressed months ago may flash out of some corner of the mind and solve a difficulty. The advertising columns of the press may contain the ignition spark starting an association of ideas. They may make suggestions of their own, and render easy thorny paths. Above all else, let the bachelor, young or old, take counsel of the women of his acquaintance. He will rise up from the consultation to call them blessed. Women need no advice from mere men in the matter. They, far more than he, have the genius of giving appropriately, gracefully and wisely.

But, above all else, be it repeated here, buy early. Thus will you add to the holiday ease of those who are engaged in the selling of your gifts, from the saleswoman and the cash girl to the delivery wagon driver and his assistant, not to forget the horses.