at Billingsgate, or a mercer in Tower Street, or near the Custom-house, or a draper in Thames Street, or about Queen-hithe? Many trades have their peculiar streets, and proper places for the sale of their goods, where people expect to find such shops, and consequently, when they want such goods, they go thither for them; as the booksellers in St Paul's churchyard, about the Exchange, Temple, and the Strand, &c., the mercers on both sides Ludgate, in Round Court, and Grace-church and Lombard Streets; the shoemakers in St Martins le Grand, and Shoemaker Row; the coach-makers in Long-acre, Queen Street, and Bishopsgate; butchers in Eastcheap; and such like.
For a tradesman to open his shop in a place unresorted to, or in a place where his trade is not agreeable, and where it is not expected, it is no wonder if he has no trade. What retail trade would a milliner have among the fishmongers' shops on Fishstreet-hill, or a toyman about Queen-hithe? When a shop is ill chosen, the tradesman starves; he is out of the way, and business will not follow him that runs away from it: suppose a ship-chandler should set up in Holborn, or a block-maker in Whitecross Street, an anchor-smith at Moorgate, or a coachmaker in Redriff, and the like!
It is true, we have seen a kind of fate attend the very streets and rows where such trades have been gathered together; and a street, famous some years ago, shall, in a few years after, be quite forsaken; as Paternoster Row for mercers, St Paul's Churchyard for woollen-drapers; both the Eastcheaps for butchers; and now you see hardly any of those trades left in those places.
I mention it for this reason, and this makes it to my purpose in an extraordinary manner, that whenever the principal shopkeepers remove from such a street, or settled place, where the principal trade used to be, the rest soon follow – knowing, that if the fame of the trade is not there, the customers will not resort thither: and that a tradesman's business is to follow wherever the trade leads. For a mercer to set up now in Paternoster Row, or a woollen-draper in St Paul's Churchyard, the one among the sempstresses, and the other among the chair-makers, would be the same thing as for a country shopkeeper not to set up in or near the market-place.15
The place, therefore, is to be prudently chosen by the retailer, when he first begins his business, that he may put himself in the way of business; and then, with God's blessing, and his own care, he may expect his share of trade with his neighbours.
2. He must take an especial care to have his shop not so much crowded with a large bulk of goods, as with a well-sorted and well-chosen quantity proper for his business, and to give credit to his beginning. In order to this, his buying part requires not only a good judgment in the wares he is to deal in, but a perfect government of his judgment by his understanding to suit and sort his quantities and proportions, as well to his shop as to the particular place where his shop is situated; for example, a particular trade is not only proper for such or such a part of the town, but a particular assortment of goods, even in the same way, suits one part of the town, or one town and not another; as he that sets up in the Strand, or near the Exchange, is likely to sell more rich silks, more fine Hollands, more fine broad-cloths, more fine toys and trinkets, than one of the same trade setting up in the skirts of the town, or at Ratcliff, or Wapping, or Redriff; and he that sets up in the capital city of a county, than he that is placed in a private market-town, in the same county; and he that is placed in a market-town, than he that is placed in a country village. A tradesman in a seaport town sorts himself different from one of the same trade in an inland town, though larger and more populous; and this the tradesman must weigh very maturely before he lays out his stock.
Sometimes it happens a tradesman serves his apprenticeship in one town, and sets up in another; and sometimes circumstances altering, he removes from one town to another; the change is very important to him, for the goods, which he is to sell in the town he removes to, are sometimes so different from the sorts of goods which he sold in the place he removed from, though in the same way of trade, that he is at a great loss both in changing his hand, and in the judgment of buying. This made me insist, in a former chapter, that a tradesman should take all occasions to extend his knowledge in every kind of goods, that which way soever he may turn his hand, he may have judgment in every thing.
In thus changing his circumstances of trade, he must learn, as well as he can, how to furnish his shop suitable to the place he is to trade in, and to sort his goods to the demand which he is like to have there; otherwise he will not only lose the customers for want of proper goods, but will very much lose by the goods which he lays in for sale, there being no demand for them where he is going.
When merchants send adventures to our British colonies, it is usual with them to make up to each factor what they call a sortable cargo; that is to say, they want something of every thing that may furnish the tradesmen there with parcels fit to fill their shops, and invite their customers; and if they fail, and do not thus sort their cargoes, the factors there not only complain, as being ill sorted, but the cargo lies by unsold, because there is not a sufficient quantity of sorts to answer the demand, and make them all marketable together.
It is the same thing here: if the tradesman's shop is not well sorted, it is not suitably furnished, or fitted to supply his customers; and nothing dishonours him more than to have people come to buy things usual to be had in such shops, and go away without them. The next thing they say to one another is, 'I went to that shop, but I could not be furnished; they are not stocked there for a trade; one seldom finds any thing there that is new or fashionable:' and so they go away to another shop; and not only go away themselves, but carry others away with them – for it is observable, that the buyers or retail customers, especially the ladies, follow one another as sheep follow the flock; and if one buys a beautiful silk, or a cheap piece of Holland, or a new-fashioned thing of any kind, the next inquiry is, where it was bought; and the shop is presently recommended for a shop well sorted, and for a place where things are to be had not only cheap and good, but of the newest fashion, and where they have always great choice to please the curious, and to supply whatever is called for. And thus the trade runs away insensibly to the shops which are best sorted.
3. The retail tradesman in especial, but even every tradesman in his station, must furnish himself with a competent stock of patience; I mean, that patience which is needful to bear with all sorts of impertinence, and the most provoking curiosity, that it is possible to imagine the buyers, even the worst of them, are or can be guilty of. A tradesman behind his counter must have no flesh and blood about him, no passions, no resentment. He must never be angry; no, not so much as seem to be so. If a customer tumbles him five hundred pounds' worth of goods, and scarce bids money for any thing – nay, though they really come to his shop with no intent to buy, as many do, only to see what is to be sold, and if they cannot be better pleased than they are at some other shop where they intend to buy, it is all one, the tradesman must take it, and place it to the account of his calling, that it is his business to be ill used, and resent nothing; and so must answer as obligingly to those that give him an hour or two's trouble and buy nothing, as he does to those who in half the time lay out ten or twenty pounds. The case is plain: it is his business to get money, to sell and please; and if some do give him trouble and do not buy, others make him amends, and do buy; and as for the trouble, it is the business of his shop.
I have heard that some ladies, and those, too, persons of good note, have taken their coaches and spent a whole afternoon in Ludgate Street or Covent Garden, only to divert themselves in going from one mercer's shop to another, to look upon their fine silks, and to rattle and banter the journeymen and shopkeepers, and have not so much as the least occasion, much less intention, to buy any thing; nay, not so much as carrying any money out with them to buy anything if they fancied it: yet this the mercers who understand themselves know their business too well to resent; nor if they really knew it, would they take the least notice of it, but perhaps tell the ladies they were welcome to look upon their goods; that it was their business to show them; and that if they did not come to buy now, they might perhaps see they were furnished to please them when they might have occasion.
On the other hand, I have been told that sometimes those sorts of ladies have been caught in their own snare; that is to say, have been so engaged by the good usage
Paternoster Row has long been the chief seat of the bookselling and publishing trade in London; and there are now some splendid shops of mercers or haberdashers in St Paul's Churchyard, also in Ludgate hill adjoining.
