FullReads

But in the humbler windows off the Avenue there is an equal, if grosser, element of immorality. For these are the windows where price-tags are displayed. The tag has always two prices, the higher marked through with red ink, the lower, for this very reason, calling with a siren voice. The price crossed off is always just beyond your means, the other just within it. “Ah,” you think, swallowing the deception with only too great willingness, “what a bargain! It may never come again!” And you enter the fatal door.

Perhaps you struggle first. “Don’t buy it,” says the inhibition of prudence. “You have more neckties now than you can wear.”

“But it’s so cheap,” says impulse, with the usual sophistry.

And you, poor victim that you are, tugged on and back by warring factions in your brain,–poor refutation of the silly old theological superstitions that there is such a thing as free will,–vacillate on the sidewalk till the battle is over, till your mythical free will is down in the dust. Thus do shop-windows overthrow theology.

Then you enter that shop, and ask for the tie. Or perhaps it is something else, and they haven’t your size. You ought to feel glad, relieved. Do you? You do not! You are angry. You feel as if you had lost just so much money, when in reality you have saved it. Thus do shop-windows destroy logic.

This has been a particularly perilous season for the man with a passion for shirts. By some diabolic agreement, all the haberdashers at one and the same time filled their windows with luscious lavenders and faint green stripes and soft silk shirts with comfortable French cuffs, and marking out $2.00 or $3.00, as the case might be, wrote $1.50 or $2.50 below. The song of the shirt was loud in the land, its haunting melody not to be resisted. Is there any lure for a woman in all the fluffy mystery of a January “white sale” comparable to the seduction for a man of a lavender shirt marked down from $2.00 to $1.50? I doubt it. Heaven help the woman if there is! So the unused stock in trunk or bureau drawer accumulates, and the weekly reward for patient toil at an office dribbles away, and the savings-bank is no richer for your deposit–and the shop-windows flare as shamelessly as ever. There is only one satisfaction. The man who sells shirts always has a passion for jewelry. And that keeps him poor, too!