Potter palmer iv biography of christopher

American businessman

Potter Palmer (May 20, – May 4, ) was an American businessman who was responsible for much of the development of State Street in Chicago. Born in Albany County, New York,^[1] he was the fourth son of Benjamin and Rebecca (Potter) Palmer.^[2]

Retailing career

Potter Palmer founded a dry goods store, Potter Palmer and Company, on Lake Street in Chicago in Unlike many stores of the time it focused on women and encouraged their patronage.

Palmer instituted a "no questions asked" returns policy and allowed customers to take goods home to inspect before purchasing, which served to nurture the goodwill and patronage of Chicagoans. He made the store much larger and more distinctive than other stores of the time.

Palmer was the first owner to advertise with large window displays that included price comparisons.

When Palmer's doctor urged him to get out of the business in because of ill health, he brought in partners Marshall Fi