Growing up in New Zealand 1925-1950, Part 18

In Christchurch, Cathedral Square was the focal centre of the city and all the tram routes passed through the Square.

Cathedral Square in the early 1930s Photo source Kay Barrett – photographer Jim Buick Click here for a larger version

Many women made a weekly trip to town. Few women drove their own cars and most shoppers travelled by tram. Shoppers carried few parcels as goods from the better class of stores were usually delivered free of charge. For those who had cars parking was free and was not a problem. Traffic had begun to build up, however, and the first traffic lights were installed on the corner of Cashel and Colombo Streets in 1930 – a development which required a lot of explanation and caused much discussion at the time. These were the first traffic lights in the South Island.

In Christchurch city there were ten large stores selling drapery and household linen. Different stores catered for particular classes of customer ranging from the wealthy seeking expensive goods to the shopper with a low income who was trying to balance the budget. Some shops also sold furniture and appliances.

In many large shops when a customer paid cash for an item the money in a special container was sent whizzing along a wire or through a pneumatic Lamson tube to the office for the change to be sent back the same way. Many people had accounts at the large stores, but they were not given in the name of a married woman. An account had to be in her husband’s name. Many people paid their accounts by cash so had to go to the office in each shop every month to make the payments.

There was no self-service. Goods were kept behind the counter and this meant that it would be much more difficult for anyone to shoplift than in today’s stores.

Clothes made to order Many large stores had tailoring departments where clothes were made to measure, and other small shops were named Bespoke Tailors, which meant that they made garments to fit the individual customer. Many men had suits made to measure with two pairs of trousers as the coats and waistcoats usually outlasted one pair of trousers. Some men had shirts made to measure to tone with the suit.

There were also dressmaking establishments in the town where women could have their own material made up in the latest fashions. Many shops sold fabrics and some women bought these to make into garments at home or employed a home dressmaker to come and make dresses, skirts and coats and even underwear for the family.

Clothes off the rack In Christchurch Millers Ltd opened in the 1930s – a large store which sold men’s and women’s clothing which was made in the workrooms on the upper floors or in their factory. They even made their own tweed. Because they made many identical garments their prices were cheaper and many families shopped there. A special and intriguing feature was the escalator, the first in Christchurch.

‘Hays the Friendly Store’ opened in 1929 and became a very popular family store. Read about that development next week.

In the large "quality" stores there was always a tailor or dressmaker available to measure for any alterations.

Customers’ privacy was important and there were ample fitting rooms. Corsets were taken to the fitting room in boxes and unwrapped in privacy. The hairdressing departments had cubicles so that women were not seen by other customers having their hair set or permed.

Shopping hours The shops were open on Friday evening until 9 p.m., and on Saturday mornings until 1945. Going to town dressed up on Friday night was a popular activity for young people, as was a trip to a film on Saturday evening.

Town clothes Going to town was "an outing" for which people dressed quite formally. Women all wore suits (which they called ‘costumes’), or full length coats, with hats and gloves and often a fox fur.

Mother and daughter dressed for a trip to town Photo source Jean Dick

Service to customers The large stores had lifts – not self service as a man was employed to operate the lift, and sometimes to announce what departments were situated on each floor. Men were employed in the large stores as floor walkers to check on the efficiency of the staff and ensure that customers’ needs were being met.

At most of the counters there was a chair, often a Bentwood chair or one with a cane seat. At the glove counter there was a high chair and a cushion on which the lady could put her elbow while trying on gloves. There were also special prongs for opening up the flat new kid gloves if they were difficult to put on.

Self service stores A very different type of shopping came with McKenzies stores, first opened in Dunedin in 1910 and Woolworths stores which first opened in New Zealand in 1929. They sold a very wide range of goods, including clothing, but they did not sell food. They did not cater for snobbish values and expected customers to choose their own goods. The staff were instructed not to sell actively but just to wrap goods and give change, and where requested to give information. They offered a money-back guarantee. All purchases had to be paid for in cash which was dealt with in quick cash registers. There was no delivery service.

Afternoon tea in town Margaret, an only child, had vivid memories of being taken to afternoon tea in town. "I remember living in Dunedin and being taken to town for special treats with my mother and one of her friends to have afternoon tea at the Savoy or the Vedic.

"At the Savoy we would sit in the large gracious room with its rich timbers, leaded windows and huge fireplace and I would be awed by the grandeur. There would be someone playing the piano which was on a platform adorned with magnificent flowers grown by the owners of the Savoy, the Barling Family, at their home at Macandrew Bay on the Otago Peninsula.

"The food was served by a waitress in a black and white uniform. In the centre would be the three tiered cake stand with doilies on each plate and small sandwiches made of very thin bread on the bottom, scones in the middle, and little cakes (including butterfly cakes) on the top.

"The Vedic was also elegant and to me as a little girl it seemed large. It has been gone for years so I haven’t been able to check whether it has shrunk! For me the Vedic had a different magic. We entered off an arcade and the tearoom had no outside window, but lots of lights which lit up the very dark timbered walls. I could imagine all sorts of mysterious conversations happening at the tables in this hidden place.

"When I was nine my parents and I moved to Christchurch, and I recall having afternoon tea in the gracious tearooms at Beaths and Ballantynes and the other large drapery stores. Our move was in 1940, at the beginning of World War 2 and times of austerity were beginning. Soon there were fewer ingredients for baking with rationing of sugar and butter, and even tea was rationed. There were fewer people to work in the tearooms. I remember then having afternoon tea at the Marldon, opposite Ballantynes in Cashel Street. This was a new experience for us as it was a self service tearoom – and I could always choose a lamington!!"

Wendy recalls the excitement of going with her mother and aunt to a tearoom below street level and having an ice cream sundae and a fizzy drink. The only choices were lemonade or raspberry drink, and it was a calamity if the raspberry drink were spilt as the stain would not come out of the special dress worn for trips to town.

She and her brother would like it if her father took the family to town by car because he could park in one of the main streets and they would sit in the car and watch all the activity. A treat was to be allowed to browse in Whitcombe and Tombs and buy something – often special coloured inks for fancy printing.

Street photographers Candid photography by professionals often took place in the city streets, in Christchurch often in front of the Cathedral, and some good shots were obtained.

A Christchurch family on a visit to town Photo source Private collection

The milk bars The milk bars were the meeting place of the teenagers, with the Adelphi milk bar just north of the Square being especially popular in Christchurch. Gathering there in school uniform was strictly forbidden by most schools.

Pie carts Pie carts were a popular kerbside feature. They served the traditional meal – what many called pie, pea and pud (spud) and stayed open late at night. Patrons stood behind a canvas screen which hung down to about waist level and I recall a friend telling me that the food was fair, the racing tips flowed, but in an easterly wind the cold draught around the legs had to be felt to be believed.

Next week read about Hays the Friendly Store and the friendly Aunt Haysl.