The largest shops in Edo engage in fierce competition with one another, so in order to give itself a competitive advantage, Mitsui Echigoya started a new policy, known as genkin kake-ne nashi (one low price if you pay cash).

Traditionally, most shopkeepers bargain with customers for the price of goods. They will always try to get the highest price possible, just like a used horse salesman. Many shoppers dislike this kind of haggling, so when Mitsui Echigoya began offering genkin kake-ne nashi, they became very popular with customers. This unique sales method is one reason for Mitsui Echigoya's success.