Added to these must be the share of the burden of fixed charges on the store and equipment, which charges are necessarily high, since the retail store must be located in a favored shopping district. If a separate stock is carried, it would seem to be expedient to conduct the mail-order department as a separate business, in a less expensive and more advantageous location. Mail-order competition. The invasion of the local selling fields by the mail-order houses and chain stores is Keenly resented by the local retailers, especially in small communities, where personal as well as business relations often exist between the dealer and his customers. The local merchant feels that he is rendering an indispensable service and that he is therefore entitled to the full support of the community. Not only does he keep a supply of goods which his customers must have, but he may, in rural districts, purchase their farm and dairy products, and may grant them liberal terms of credit, "carrying" them until their crops are sold. When he sees his customers taken away by the catalogue house continuing to buy from him the articles upon which there is the least profit, but sending to Chicago for the rest of their supplies he cannot help feeling aggrieved. It is not to be wondered at that the merchant will sometimes resort to somewhat unethical retaliatory measures, tending to discredit the mail-order house and its goods....

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