Huge investment in shopping

He then went on to sing the praises of the plain figure system. The great revolution in the business sprung from this fortunate inspiration. If the old-fashioned small shops were dying out it was because they could not struggle against the low prices guaranteed by the tickets. The competition was now going on under the very eyes of the public; a look into the windows enabled them to contrast the prices; every shop was lowering its rates, contenting itself with the smallest possible profit; no cheating, no stroke of fortune prepared long beforehand on an article sold at double its value, but current operations, a regular percentage on all goods, success depending solely on the orderly working of a sale all the larger from the fact of its being carried on in broad daylight.

Emile Zola – Au Bonheur des Dames (1883)

He had put his elbows on the table, and was staring at her so hard that she felt uneasy. “But look here,” resumed he; “you who know the business, do you think it right that a simple draper’s shop should sell everything? Formerly, when trade was trade, drapers sold nothing but drapery. Now they are doing their best to snap up every branch and ruin their neighbors. The whole neighborhood complains of it, for every small tradesman is beginning to suffer terribly. This Mouret is ruining them. Bédoré and his sister, who keep the hosiery shop in the Rue Gaillon, have already lost half their customers; Mademoiselle Tatin, at the under-linen warehouse in the Passage Choiseul, has been obliged to lower her prices, to be able to sell at all. And the effects of this scourge, this pest, are felt as far as the Rue Neuve-des-Petits-Champs, where I hear that Vanpouille Brothers, the furriers, cannot hold out much longer. Drapers selling fur goods — what a farce! another of Mouret’s ideas!” “And gloves,” added Madame Baudu; “isn’t it monstrous? He has even dared to add a glove department! Yesterday, as I was going along the Rue Neuve-Saint-Augustin, I saw Quinette, the glover, at his door, looking so downcast that I hadn’t the heart to ask him how business was going.” “And umbrellas,” resumed Baudu; “that’s the climax! Bourras feels sure that Mouret simply wants to ruin him; for, in short, where’s the rhyme between umbrellas and drapery? But Bourras is firm on his legs, and won’t allow himself to be beggared. We shall see some fun one of these days.”

Emile Zola – Au Bonheur des Dames (1883)