In 1886 when Sears was started, farmers in rural America were selling their crops for cash and buying what they needed from rural general stores.
But when they laid their money on the line for goods, farmers saw red. In 1891 the wholesale price of a barrel of flour was reported to be $3.47. Price at retail was at least $7, a 100 percent increase.
Farmers formed protest movements, such as the Grange, to do battle against high prices and the "middleman."
Sears, Roebuck and Co. and other mail-order companies were the answer to farmers' prayers. Thanks to volume buying, to the railroads and post office, and later to rural free delivery and parcel post, they offered a happy alternative to the high-priced rural stores.
Years later the company adopted the motto "Shop at Sears and Save." Because farmers could do so in the 1890s, Sears prospered.
Will the internet be the next revolution for agriculture purchasing?
But when they laid their money on the line for goods, farmers saw red. In 1891 the wholesale price of a barrel of flour was reported to be $3.47. Price at retail was at least $7, a 100 percent increase.
Farmers formed protest movements, such as the Grange, to do battle against high prices and the "middleman."
Sears, Roebuck and Co. and other mail-order companies were the answer to farmers' prayers. Thanks to volume buying, to the railroads and post office, and later to rural free delivery and parcel post, they offered a happy alternative to the high-priced rural stores.
Years later the company adopted the motto "Shop at Sears and Save." Because farmers could do so in the 1890s, Sears prospered.
Will the internet be the next revolution for agriculture purchasing?
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