This was on Turner Classic Movies last night.
I had seen it before and liked it.
So at 1AM I started watching it again.

I began to wonder why I liked this simple movie so much and came up with the following:
There's only a small cast and most of the story takes place in a small gift shop with an occasional move to a different room but all the locations are stark and have no impact to the movie beyond getting the characters together.
Unlike in today's films where location and set design seems so important.
The whole story is the interaction of the characters.
It's all talk.
I would bet that the script is longer than 2 modern movies put together.
The love story is cute and well done.
Margaret Sullavan does a great job being a bitch that you like by the end of the movie.
And Jimmy Stewart, as always, does a great job.
It's also set during Christmas but it's not a Christmas movie and I find that different/interesting too.