Chambers's Edinburgh Journal, No. 434. Various
p>Chambers's Edinburgh Journal, No. 434 / Volume 17, New Series, April 24, 1852
PUFF AND PUSH
It is said that everything is to be had in London. There is truth enough in the observation; indeed, rather too much. The conviction that everything is to be had, whether you are in want of it or not, is forced upon you with a persistence that becomes oppressive; and you find that, owing to everything being so abundantly plentiful, there is one thing which is not to be had, do what you will, though you would like it, have it if you could—and that one thing is just one day's exemption from the persecutions of Puff in its myriad shapes and disguises. But it is not to be allowed; all the agencies that will work at all are pressed into the service of pushing and puffing traffic; and we are fast becoming, from a nation of shopkeepers, a nation in a shop. If you walk abroad, it is between walls swathed in puffs; if you are lucky enough to drive your gig, you have to 'cut in and out' between square vans of crawling puffs; if, alighting, you cast your eyes upon the ground, the pavement is stencilled with puffs; if in an evening stroll you turn your eye towards the sky, from a paper balloon the clouds drop puffs. You get into an omnibus, out of the shower, and find yourself among half a score of others, buried alive in puffs; you give the conductor sixpence, and he gives you three pennies in change, and you are forced to pocket a puff, or perhaps two, stamped indelibly on the copper coin of the realm. You wander out into the country, but the puffs have gone thither before you, turn in what direction you may; and the green covert, the shady lane, the barks of columned beeches and speckled birches, of gnarled oaks and rugged elms—no longer the mysterious haunts of nymphs and dryads, who have been driven far away by the omnivorous demon of the shop—are all invaded by Puff, and subdued to the office of his ministering spirits. Puff, in short, is the monster megatherium of modern society, who runs rampaging about the world, his broad back in the air, and his nose on the ground, playing all sorts of ludicrous antics, doing very little good, beyond filling his own insatiable maw, and nobody knows how much mischief in accomplishing that.
Push is an animal of a different breed, naturally a thorough-going, steady, and fast-trotting hack, who mostly keeps in the Queen's highway, and knows where he is going. Unfortunately, he is given to break into a gallop now and then; and whenever in this vicious mood, is pretty sure to take up with Puff, and the two are apt to make wild work of it when they scamper abroad together. The worst of it is, that nobody knows which is which of these two termagant tramplers: both are thoroughly protean creatures, changing shapes and characters, and assuming a thousand different forms every day; so that it is a task all but impossible to distinguish one from the other. Hence a man may got upon the back of either without well knowing whither he will be carried, or what will be the upshot of his journey.
Dropping our parable, and leaving the supposed animals to run their indefinite career, let us take a brief glance at some of the curiosities of the science of Puffing and Pushing—for both are so blended, that it is impossible to disentangle one from the other—as it is carried on at the present hour in the metropolis.
The business of the shopkeeper, as well as of all others who have goods to sell, is of course to dispose of his wares as rapidly as possible, and in the dearest market. This market he has to create, and he must do it in one of two ways: either he must succeed in persuading the public, by some means or other, that it is to their advantage to deal with him, or he must wait patiently and perseveringly until they have found that out, which they will inevitably do if it is a fact. No shop ever pays its expenses, as a general rule, for the first ten or twenty months, unless it be literally crammed down the public throat by the instrumentality of the press and the boarding; and it is therefore a question, whether it is cheaper to wait for a business to grow up, like a young plant, or to force it into sudden expansion by artificial means. When a business is manageable by one or two hands, the former expedient is the better one, and as such is generally followed, after a little preliminary advertising, to apprise the neighbourhood of its whereabouts. But when the proprietor has an army of assistants to maintain and to salarise, the case is altogether different: the expense of waiting, perhaps for a couple of years, would swallow up a large capital. On this account, he finds it more politic to arrest the general attention by a grand stir in all quarters, and some obtrusive demonstration palpable to all eyes, which shall blazon his name and pretensions through every street and lane of mighty London. Sometimes it is a regiment of foot, with placarded banners; sometimes one of cavalry, with bill-plastered vehicles and bands of music; sometimes it is a phalanx of bottled humanity, crawling about in labelled triangular phials of wood, corked with woful faces; and sometimes it is all these together, and a great deal more besides. By this means, he conquers reputation, as a despot sometimes carries a throne, by a coup d'état, and becomes a celebrity at once to the million, among whom his name is infinitely better known than those of the greatest benefactors of mankind. All this might be tolerable enough if it ended here; but, unhappily, it does not. Experiment has shewn that, just as gudgeons will bite at anything when the mud is stirred up at the bottom of their holes, so the ingenuous public will lay out their money with anybody who makes a prodigious noise and clatter about the bargains he has to give. The result of this discovery is, the wholesale daily publication of lies of most enormous calibre, and their circulation, by means which we shall briefly notice, in localities where they are likely to prove most productive.
The advertisement in the daily or weekly papers, the placard on the walls or boardings, the perambulating vans and banner-men, and the doomed hosts of bottle-imps and extinguishers, however successful each may be in attracting the gaze and securing the patronage of the multitude, fail, for the most part, of enlisting the confidence of a certain order of customers, who, having plenty of money to spend, and a considerable share of vanity to work upon, are among the most hopeful fish that fall into the shopkeeper's net. These are the female members of a certain order of families—the amiable and genteel wives and daughters of the commercial aristocracy, and their agents, of this great city. They reside throughout the year in the suburbs: they rarely read the newspapers; it would not be genteel to stand in the streets spelling over the bills on the walls; and the walking and riding equipages of puffing are things decidedly low in their estimation. They must, therefore, be reached by some other means; and these other means are before us as we write, in the shape of a pile of circular-letters in envelopes of all sorts—plain, hot-pressed, and embossed; with addresses—some in manuscript, and others in print—some in a gracefully genteel running-hand, and others decidedly and rather obtrusively official in character, as though emanating from government authorities—each and all, however, containing the bait which the lady-gudgeon is expected to swallow. Before proceeding to open a few of them for the benefit of the reader, we must apprise him of a curious peculiarity which marks their delivery. Whether they come by post, as the major part of them do, not a few of them requiring a double stamp, or whether they are delivered by hand, one thing is remarkable—they always come in the middle of the day, between the hours of eleven in the forenoon and five in the afternoon, when, as a matter of course, the master of the house is not in the way. Never, by any accident, does the morning-post, delivered in the suburbs between nine and ten, produce an epistle of this kind. Let us now open a few of them, and learn from their contents what is the shopkeeper's estimate of the gullibility of the merchant's wife, or his daughter, or of the wife or daughter of his managing clerk.
The first that comes to hand is addressed thus: 'No. 2795.—declarative notice.—From the Times, August 15, 1851.' The contents are a circular, handsomely printed on three crowded sides of royal quarto glazed post, and containing a list of articles for peremptory disposal, under unheard-of advantages, on the premises of Mr Gobblemadam, at No. 541 New Ruin Street. Without disguising anything more than the addresses of these puffing worthies, we shall quote verbatim a few paragraphs from their productions. The catalogue of bargains in the one before us comprises almost every species of textile manufacture, as well native as foreign—among which silks, shawls, dresses, furs, and mantles are the most prominent; and amazing bargains they are—witness the following extracts:
'A marvellous variety of fancy silks, cost from 4 to 5 guineas each, will be sold for L.1, 19s. 6d. each.
Robes of damas and broche (foreign), cost 6 guineas, to be sold for 2½ guineas.
Embroidered muslin robes, newest fashion, cost 18s. 9d., to be sold for 9s. 6d.
Worked lace dresses, cost 35s., to be sold at 14s. 9d.
Do.