T]6 READINGS IN RURAL ECONOMICS 



conditions suddenly become unfavorable, thus tending to keep a 

 great many customers at home, much less than even the ordinary 

 demand is reflected in the sales of the retailer. While such 

 a reaction on the business of any retailer may not seem of very 

 great moment, the combined effect of such variations in all the 

 retail agencies drawing on the supplies of a given jobbing firm 

 means considerable variation in the business of the latter agency. 

 This shows one way in which the problem of unloading a surplus 

 is presented to the jobber. 



Then, again, the sources of supply are even still more the 

 source of variability. This is partly explained in the relative 

 instability of business practices by local shippers in handling 

 produce and partly due to the seasonal variation in production 

 itself at sources within reach of the jobber's trade. 



The variations thus noted both in demand and supply show 

 the need of some outlet for surplus stock. Assuming shipments 

 to other primary markets impracticable, the jobber may partly 

 satisfy this need by exchanges with other jobbers in his own 

 center of trade. He may also unload on certain agencies other 

 than the regularly established retail stores. 



Formerly, the street peddler served the latter purpose to a 

 large extent. By bringing his goods out into the consumers' 

 territory it was possible to create a demand for produce beyond 

 what would have been effective through the retail stores alone. 

 At the same time, it is true that the peddler's business consisted 

 partly in a displacement of the retailer's trade. 



One of the noticeable changes in the city distributive ma- 

 chinery, especially during the past decade, is a remarkable falling 

 off in peddlers' business as it relates to the handling of produce. 

 This change is doubtless due mainly to modifications in the 

 wants of consumers themselves. The housewife who once was 

 alert to the traffic of the street-vendor has largely become oblivi- 

 ous to his movements, either because the exposure or quality of 

 the peddlers' wares no longer appeals to her or because the 

 orders by telephone or through the retailer's delivery ser\'ice 

 seem more in keeping with her social status. 



