large number of grocers charge a small percentage of the total
sale for credit privileges, and five or ten cents for each delivery
below a certain total value of the purchase price of the articles to be
delivered. As a result, they have been able to meet chain-store
competition. Collective buying has also been a factor in offsetting the
inroads of the "chains."

[Illustration: A PRIZE-WINNING WINDOW DISPLAY

This unusual display of coffee-flavored eatables won first prize for the
southern district in the National Coffee Week window-trimming contest.
The cakes, pies, tarts, and other pastries which constituted the main
feature rested in a bed of green coffee. The customer's interest was
cleverly attracted to the dealer's brand by a pyramid of large coffee
cans in the center background and by two miniature dining-room sets.]

_Splitting Nickels_

One of the reasons advanced for the loss of coffee trade by retail
grocers is that they price their blends in "round numbers", that is 20,
25, 30, or 40 cents; while their competitors "split nickels", selling
their product at 18, 23, 28, or 38 cents.

Most of the retail enterprises in other lines of trade have built up
their business on the penny-change plan; and many coffee men believe
this should become the universal merchandising method among retail
distributers of coffee.[343]

One of the leading advocates of "splitting nickels" has worked out a
chart to show how coffee should be priced to make predetermined profits.
(See next page.)

TABLE SHOWING PROFIT PERCENTAGE ON SALES

If Your
Coffee And You Sell At
Costs 25c. 26c. 27c. 28c. 29c. 30c. 31c. 32c. 33c.

20c. 20% 23% 26% 28% 31% 33% 35% 37% 39%
20-1/2c. 18% 21% 24% 26% 29% 31% 33% 35% 37%
21c. 16% 19% 22% 25% 27% 30% 32% 34% 36%
21-1/2c. 14% 17% 20% 23% 25% 28% 30% 32% 34%
22c. 12% 15% 18% 21% 24% 26% 29% 31% 33%
22-1/2c. 10% 13% 16% 19% 22% 25% 27% 29% 31%
23c. 8% 11% 14% 17% 20% 23% 25% 28% 30%
23-1/2c. 6% 9% 13% 16% 19% 21% 24% 26% 28%
24c. 4% 7% 11% 14% 17% 20% 22% 25% 27%
24-1/2c. 2% 5% 9% 12% 15% 18% 21% 23% 25%
25c. 0% 3% 7% 10% 13% 16% 19% 21% 24%
25-1/2c. 2% 5% 8% 12% 15% 17% 20% 22%
26c. 0% 3% 7% 10% 13% 16% 18% 21%
26-1/2c. 1% 5% 8% 11% 14% 17% 19%
27c. 0% 3% 6% 10% 12% 15% 18%
27-1/2c.