George Orwell
As I Please
Tribune, 24 November 1944

There have been innumerable complaints lately about the rudeness of shopkeepers. People say, I think with truth, that shopkeepers appear to take a sadistic pleasure in telling you that they don’t stock the thing you ask for. To go in search of some really rare object, such as a comb or a tin of boot polish, is a miserable experience. It means trailing from shop to shop and getting a series of curt or actually hostile negatives. But even the routine business of buying the rations and the bread is made as difficult as possible for busy people. How is a woman to do her household shopping if she is working till six every day while most of the shops shut at five? She can only do it by fighting round crowded counters during her lunch hour. But it is the snubs that they get when they ask for some article which is in short supply that people dread most. Many shopkeepers seem to regard the customer as a kind of mendicant and to feel that they are conferring a favour on him by selling him anything. And there are other justified grievances – for instance, the shameless overcharging on uncontrolled goods such as second-hand furniture, and the irritating trick, now very common, of displaying in the window goods which are not on sale.
     But before blaming the shopkeeper for all this, there are several things one ought to remember. To begin with, irritability and bad manners are on the increase everywhere. You have only to observe the behaviour of normally long-suffering people like bus conductors to realize this. It is a neurosis produced by the war. But, in addition, many small independent shopkeepers (in my experience you are treated far more politely in big shops) are people with a well-founded grievance against society. Some of them are in effect the ill-paid employees of wholesale firms, others are being slowly crushed by the competition of the chain stores, and they are often treated with the greatest inconsiderateness by the local authorities. Sometimes a rehousing scheme will rob a shopkeeper of half his customers at one swoop. In war-time this may happen even more drastically owing to bombing and the call-up. And war has other special irritations for the shopkeeper. Rationing puts a great deal of extra work on to grocers, butchers, etc. and it is very exasperating to be asked all day long for articles which you have not got.
     But after all, the main fact is that at normal times both the shop assistant and the independent shopkeepers are downtrodden. They live to the tune of ‘the customer is always right’. In peace time, in capitalist society, everyone is trying to sell goods which there is never enough money to buy, whereas in war-time money is plentiful and goods scarce. Matches, razor blades, torch batteries, alarm clocks and teats for babies’ feeding bottles are precious rarities, and the man who possesses them is a powerful being, to be approached cap in hand. I don’t think one can blame the shopkeeper for getting a bit of his own back, when the situation is temporarily reversed. But I do agree that the behaviour of some of them is disgusting, and that when one is treated with more than normal haughtiness it is a duty to the rest of the public not to go to that shop again.

Examining recently a copy of Old Moore’s Almanac, I was reminded of the fun I used to extract in my boyhood from answering advertisements. Increase your height, earn five pounds a week in your spare time, drink habit conquered in three days, electric belts, bust-developers and cures for obesity, insomnia, bunions, backache, red noses, stammering, blushing, piles, bad legs, flat feet and baldness – all the old favourites were there or nearly all. Some of these advertisements have remained totally unchanged for at least thirty years.
     You cannot, I imagine, get much benefit from any of these nostrums, but you can have a lot of fun by answering the advertisements and then, when you have drawn them out and made them waste a lot of stamps in sending successive wads of testimonials, suddenly leaving them cold. Many years ago I answered an advertisement from Winifred Grace Hartland (the advertisement used to carry a photograph of her – a radiant woman with a sylph-like figure), who undertook to cure obesity. In replying to my letter she assumed that I was a woman – this surprised me at the time, though I realize now that the dupes of these advertisements are almost all female. She urged me to come and see her at once. ‘Do come,’ she wrote, ‘before ordering your summer frocks, as after taking my course your figure will have altered out of recognition.’ She was particularly insistent that I should make a personal visit, and gave an address somewhere in the London Docks. This went on for a long time, during which the fee gradually sank from two guineas to half a crown, and then I brought the matter to an end by writing to say that I had been cured of my obesity by a rival agency.
     Years later I came across a copy of the cautionary list which Truth used to issue from time to time in order to warn the public against swindlers. It revealed that there was no such person as Winifred Grace Hardand, this swindle being run by two American crooks named Harry Sweet and Dave Little. It is curious that they should have been so anxious for a personal visit, and indeed I have since wondered whether Harry Sweet and Dave Little were actually engaged in shipping consignments of fat women to the harems of Istanbul.

Everyone has a list of books which he is ‘always meaning to read’, and now and again one gets round to reading one of them. One that I recently crossed off my list was George Bourne’s Memoirs of a Surrey Labourer. I was slightly disappointed with it, because, though it is a true story, Bettesworth, the man it is about, was not quite an ordinary labourer. He had been a farm worker, but had become a jobbing gardener, and his relation with George Bourne was that of servant and master. Nevertheless there is some remarkable detail in it, and it gives a true picture of the cruel, sordid end with which a lifetime of heavy work on the land is often rewarded. The book was written more than thirty years ago, but things have not changed fundamentally. Immediately before the war, in my own village in Hertfordshire, two old men were ending their days in much the same bare misery as George Bourne describes.
     Another book I recently read, or rather re-read, was The Follies and Frauds of Spiritualism, issued about twenty years ago by the Rationalist Press Association. This is probably not an easy book to get hold of, but I can equally recommend Mr Bechhofer-Roberts’s book on the same subject. An interesting fact that these and similar books bring out is the number of scientists who have been taken in by spiritualism. The list includes Sir William Crookes, Wallace the biologist, Lombroso, Flammarion the astronomer (he afterwards changed his mind, however), Sir Oliver Lodge, and a whole string of German and Italian professors. These people are not, perhaps, the top-notchers of the scientific world, but you do not find, for instance, poets in comparable numbers falling a prey to the mediums. Elizabeth Barrett Browning is supposed to have been taken in by the famous medium Home, but Browning himself saw through him at a glance and wrote a scarifying poem about him (‘Sludge the Medium’). Significantly, the people who are never converted to spiritualism are conjurors.

Copyright The Estate of Eric Blair
Reproduced here under educational Fair Use law