Part 2

V. DISTRIBUTING THE GOODS 185

VI. THE MACY FAMILY 201

VII. THE FAMILY AT PLAY 233

Tomorrow

I. IN WHICH MACY'S PREPARES TO BUILD ANEW 255

II. L'ENVOI 279

ILLUSTRATIONS

The New York to Which Macy Came--in 1858 Frontispiece

FACING PAGE

The Beginnings of Macy's 18

The Fourteenth Street Store of Other Days 34

The Herald Square of Ante-Macy Days 66

The Macy's of Today 82

Where Milady of Manhattan Shops 114

The Science of Modern Salesmanship 210

The Summer Home of the Macy Family 242

Introduction

"Caveat emptor," the Romans said, in their day.

"Let the Buyer beware," we would read that phrase, today.

For nearly four thousand years, perhaps longer, caveat emptor ruled the hard world of barter. Yet for the past sixty years, or thereabouts, a new principle has come into merchandising. You may call it progress, call it idealism, call it ethics, call it what you will. I simply call it good business.

Caveat emptor has become a phrase thrust out of good merchandising. It is a pariah. The decent merchant of today despises it. On the contrary he prides himself upon the honor of his calling, upon the high value of his good name, untarnished. The man or the woman who comes into his store may come with the faith or the simplicity of the child. He or she may even be bereft of sight, itself--yet deal in faith and fearlessly.

Caveat emptor is indeed a dead phrase.

How and whence came this murder of a commercial derelict?

You may laugh and at first you may scoff, but the fact remains that the development of the department store as we know it in the United States today first began some sixty or sixty-five years ago. And almost coincidently began the development of a code of morals in merchandising such as was all but undreamed of in this land, at any rate up to a decade or two before the coming of the Civil War. Not that there were no honest merchants in those earlier days of the republic. Oh no, there was a plenty of them--men whose integrity and whose sincerity were as little to be doubted as are those same qualities in our best merchants of today. Only yesterday these honest men were in the minority. The moral code in merchandising was yet inchoate, unformed.

It might remain unformed, intangible today if it had not been for the coming of the department store. The enormous consolidation and concentration that went to make these enterprises possible brought with them a competition--bitter and to the end unflinching--which hesitated at no legitimate means for the gaining of its end. But competition quickly found that the best means--the finest battle-sword--was honest commercial practice, and so girded that sword to its belt and bade caveat emptor begone.

The great department store around which these chapters are written assumes for itself, neither yesterday, today nor tomorrow, any monopoly of this virtue of commercial honesty. But it does assert, and will continue to assert that it was at least among the pioneers in the complete banishment of caveat emptor, that its founder--the man whose name it so proudly bears today--fought for these high principles when the fighting was at the hardest and the temptations to move in the other direction were most alluring.

Of these principles you shall read in the oncoming chapters of this book. There are many, they are varied--in some respects they vary greatly from those upon which other and equally successful and equally honest merchandising establishments are today operated. Macy's has no quarrel with any of its competitors. It merely writes upon the record that, for itself, it is quite satisfied with the merchandising principles that its founder and the men who came after him saw fit to establish. Upon those the store has prospered--and prospered greatly. And because of such prosperity--social as well as commercial--because it feels that its selling principles are quite as valuable to its patrons as to the store itself, it has no intention of giving change to them. Macy's of today is like in soul and spirit to Macy's of yesterday; Macy's of tomorrow is planned to be like unto the Macy's of today--only vastly larger in its scope and influence.

For the convenience of the reader this book has been divided into three great parts, or books. Time has formed the logical factor of division. Time, as in the theater, forms these three books, or acts--Yesterday, Today, Tomorrow. They move in sequence. The stage-hands are placing the setting for the New York of yesterday--the New York that already has begun to fade, far from the eyes of even the oldest of the humans who shall come to read these pages. It is a charming New York, this American city of the late 'fifties, the city whose ladies go shopping in hoopskirts and in crinoline. It has dignity, taste, bustle, enterprise.