Some people tell us indeed in many cases, especially in trade, that putting a good face upon things goes as far as the real merit of the things themselves; and that a fine, painted, gilded shop, among the rest, has a great influence upon the people, draws customers, and brings trade; and they run a great length in this discourse by satirising on the blindness and folly of mankind, and how the world are to be taken in their own way; and seeing they are to be deluded and imposed upon in such an innocent way, they ought to be so far deluded and imposed upon, alluding to the old proverbial saying, ’Si populus vult decipi, decipiatur;’ that it is no fraud, no crime, and can neither be against conscience, nor prudence; for if they are pleased with a show, why should they not have it? and the like.

This way of talking is indeed plausible; and were the fact true, there might be more in it than I think there is.  But I do not grant that the world is thus to be deluded; and that the people do follow this rule in general—­I mean, go always to a fine shop to lay out their money.  Perhaps, in some cases, it may be so, where the women, and the weakest of the sex too, are chiefly concerned; or where the fops and fools of the age resort; and as to those few, they that are willing to be so imposed upon, let them have it.

But I do not see, that even this extends any farther than to a few toy-shops, and pastry-cooks; and the customers of both these are not of credit sufficient, I think, to weigh in this case:  we may as well argue for the fine habits at a puppet-show and a rope-dancing, because they draw the mob about them; but I cannot think, after you go but one degree above these, the thing is of any weight, much less does it bring credit to the tradesman, whatever it may do to the shop.

The credit of a tradesman respects two sorts of people, first, the merchants, or wholesale men, or makers, who sell him his goods, or the customers, who come to his shop to buy.

The first of these are so far from valuing him upon the gay appearance of his shop, that they are often the first that take an offence at it, and suspect his credit upon that account:  their opinion upon a tradesman, and his credit with them, is raised quite another way, namely, by his current pay, diligent attendance, and honest figure; the gay shop does not help him at all there, but rather the contrary.

As to the latter, though some customers may at first be drawn by the gay appearance and fine gilding and painting of a shop, yet it is the well sorting a shop with goods, and the selling good pennyworths, that will bring trade, especially after the shop has been open some time:  this, and this only, establishes the man and the credit of the shop.