Now that the January sales appear to be in full swing it might be valuable to take the advice of the pseudonymous ‘ Olivia ‘, a copy of whose ‘ prejudiced guide to the London shops ‘of 1906 cropped up in a pile of books. This chatty and opinionated, and possibly American-born, veteran of West End emporia, took retail therapy to new heights in her search for quality, elegance and good value. Here’s what she has to say about the vexed matter of sales.

The magic word that stocks our wardrobes, deletes our purses, disorganizes our routine, fascinates us, repels us, delights us, disappoints us twice a year regularly in London—for how much is it not answerable?

The ethics of sales are so disturbing, one time so morally and clearly good, the next minute so conspicuously disappointing and bad, that no woman, I believe is quite settled in her mind regarding them. 

Personally, I find it a delightful thing to buy a pretty piece of stuff ‘marked down ‘.Even when I can buy the same thing fresh and by the yard, and at the identical price, it never thrills as does that remnant with the wrong amount of yards, the torn edge, and the marked down price. There is no doubt we all love a bargain, even when it is only on paper.

This trait in our feminine character is fully appreciated by the shopkeeper. Therefore, there are sometimes disappointments to be encountered at sales. On the other hand, some of us attempt to remain level-headed in the matter, and are not to be won over. Continue reading →