The New York retail report said that there had been sharp gains in retail advertising and a 100 percent increase in sales volume at department stores compared to the same week in 1945. This was, however, somewhat misleading since the comparable week in 1945 was the week after Easter. Traditionally the weeks right before Easter were among the busiest of the year, particularly for clothing, and department store sales were traditionally sluggish in the weeks immediately following.
In his retail column, C. F. Hughes reported a more meaningful statistic: department store sales nationally were up 18% year to date from 1945 levels. Mail order and chain sales had seen similar gains. The monthly sales reports showed volume significantly up for gas station sales. grocery stores, jewelry, durable goods , lumber and building materials, furniture and hardware. In March apparel, variety store and general merchandise sales were actually down for the month. Stock levels were unbalanced but ahead of 1945 levels.
The wholesale market showed strong pressure for last-minute delivery of merchandise but fabric shortages continued to plague clothing manufacturers. Deliveries for the spring season were well behind schedule although more men's suits were making their way to the market. Shipment of women's and children's apparel through May was expected to be about 20-40 percent under 1945 levels. Only about 50 to 60 percent of the orders placed had been shipped. The average sales price was up. As the news report acknowledged, these official sales statistics did not match up. How could store stocks be up from 1945 levels if deliveries were down and sales were up?
The post-Easter sales slump was expected to be less than usual with Mother's Day coming on the heels of Easter followed by a travel and vacation season that was predicted to set a record. More workers were getting paid vacations this year. Prospects were a bit cloudier for the fall season when consumers were expected to be looking for the restoration of pre-war quality in merchandise and lower prices. Consumer boycotts might be part of the picture.
A report for The Times by Meyer Both Research showed that department store activity was at a high pace with sales of dresses, coats and suits strong. Also selling well were millinery, handbags, belts, neckwear, rainwear and lingerie.
The OPA had suspended ceilings on perfumes, colognes and toilet waters but prices had remained stable. Price controls were still in effect for cosmetics. Small quantities of French perfume were arriving in market but at a fraction of prewar volume. Heavy supplies were expected to lead to heavy promotion of perfumes, cosmetics and toilet goods, already evident in the pages of the newspapers that day.
The dress business showed high demand for prints, pastel sheers and "darks." The "extraordinary" demand for formals could not be met. Short coats were selling well but the demand for full-length coats also could not be met, The supply of chenille bedspreads was "deplorable," but offerings would increase, mostly in the "better quality" merchandise. The handbag business was booming, particularly for plastic patent. There was strong demand for blouses in the better brackets. Heavy store ordering of peasant blouses and skirts showed that these items were popular, The first orders had come in for fitted lastex bathing suits. Straw and flowered hats led the heavy demand for millinery, with a noticeable demand for white.
New York dress manufacturers feared that assembly line or sectional method of productions by competitors in the Midwest, West and South would be cutting into New York dress market once fabrics become readily available.