Boot realised that the established chemists in Nottingham had a price-fixing policy. He therefore decided to sell his goods cheaper than the other chemists. Boot advertised in the Nottingham Daily Expressthat the 128 items in his shop at Goose Gate were being sold at reduced prices. He also employed a bell-ringer to tour the streets ofNottingham informing the public of Boot's policy. This campaign was a great success and within a month the takings of the shop had doubled.
Jessie Bootwas a devout Methodist who was deeply concerned about the poverty he saw in Nottingham. He believed that his lower prices would enable the poor to buy goods that previously they could not afford. Later Boot renamed his shop The People's Store.