Chambers's Edinburgh Journal, No. 441 / Volume 17, New Series, June 12, 1852

It is with a feeling doubtless somewhat analogous to that of the angler, that the London shopkeeper from time to time regards the moneyless crowds who throng in gaping admiration around the tempting display he makes in his window. His admirers and the fish, however, are in different circumstances: the one won't bite if they have no mind; the others can't bite if they should have all the mind in the world. Yet the shopkeeper manages better than the angler; for while the fish are deaf to the charming of the latter, charm he never so wisely, the former is able, at a certain season of the year, to convert the moneyless gazers into ready-money customers. This he does by the force of logic. 'You are thinking of Christmas,' says he—'yes, you are; and you long to have a plum-pudding for that day—don't deny it. Well, but you can't have it, think as much as you will; it is impossible as you manage at present. But I'll tell you how to get the better of the impossibility. In twenty weeks, we shall have Christmas here: now if, instead of spending every week all you earn, you will hand me over sixpence or a shilling out of your wages, I'll take care of it for you, since you can't take care of it for yourself; and you shall have the full value out of my shop any time in Christmas-week, and be as merry as you like, and none the poorer.'
This logic is irresistible. Tomkins banks his 6d. for a plum-pudding and the etceteras with Mr Allspice the grocer; and this identical pudding he enjoys the pleasure of eating half-a-dozen times over in imagination before the next instalment is due. He at length becomes so fond of the flavour, that he actually—we know, for we have seen him do it—he actually, to use his own expression, 'goes in for a goose' besides with Mr Pluck the poulterer. Having once passed the Rubicon, of course he cannot go back; the weekly sixpences must be paid, come what will: it would be disgraceful to be a defaulter. So he practises a little self-denial, for the sake of a little self-esteem—and the goose and pudding in perspective. He finds, to his astonishment, that he can do quite as much work with one pot of beer a day as he could with two, and he drops the superfluous pot, and not only pays his instalments to the Christmas-bank, but gets a spare shilling in his pocket besides. Thus, under the tuition of the shopkeeper, he learns the practice of prudence in provisioning his family with plum-pudding, and imbibes the first and foremost of the household virtues, on the same principle as a wayward child imbibes physic—out of regard to the dainty morsel that is to come afterwards.