Adams] 



SHONTO: ROLE OF NAVAHO TRADER 



177 



operation includes a lively summer tourist trade. Produce is ordered 

 chiefly from a Flagstaff concern. During the summer months private 

 truckers often deliver melons and feed directly to the reservation. 



Several single-line wholesalers make periodic sales calls at Shonto 

 and other trading posts. Among them are dry goods houses in 

 Phoenix and Albuquerque, remedy manufacturers in Oklahoma and 

 Michigan, and several dealers in silver jewelry and curios. The latter 

 exchange Zuni-made jewelry, for sale to Navahos, for rugs and cash. 

 In addition mail-order business is conducted with a dry goods house 

 and a saddle and harness manufacturer in Denver, and with a whole- 

 sale coffee house in St. Louis. 



RETAIL POLICY 



It has been stated earlier ("Material Culture," pp. 77-81) that mod- 

 ern Navaho material culture is basically American of 60 to 100 years 

 ago. The same statement necessarily characterizes the inventory of 

 the Navaho trading post, which in this respect remains a picture of the 

 old country general store. Every kind of merchandise which the com- 

 munity might possibly demand is stocked, as is required by the store's 

 monopoly position. The number and diversity of products sold rivals 

 that foimd in a modern supermarket. Table 28 presents a classified 

 inventory of products normally stocked at Shonto Trading Post. 



