In 1998, the province of Quebec was affected by the most important ice storm in its recent history, cutting electricity supply to over 1 million customers for a period of time varying between a few days and a whole month. During that time, I was living in a small town in the middle of the most affected area, sometimes referred to in the media as “The Triangle of Darkness”. Being only a decade old at the time, it is of very profound interest to reanalyze these events and put them under the scrutiny of my acquired sagacity. In this blog entry, I shall explain a particular event that caught my eye eleven years ago and that I ended up reanalyzing in a completely different manner after understanding the basic principles of economics. By extension, my conclusion also serves as a specific example of how capitalism works and why it is an efficient system.
One of the most important things to have in an electricity outage is lighting, and candles provide a cheap and reliable alternative to flashlights or other alternatives to lamps. After a while, it seemed apparent the outage provoked by the ice storm would be very long. In my hometown, the suppliers of candles could not anticipate such a high demand and the stores were quickly depleted of their candles by eager customers. Furthermore, distribution was paralyzed by the outage, putting an ever greater pressure on the supply. All suppliers ended up running out of candles except one who made a sound business decision whilst saving the town of a complete penury: the grocery store.
It appeared that the owner of the store, a very clever and opportunist businessman purchased the remaining stock of candles in all the stores in the area and sold them for a much higher price. This, at the time, appeared to my relatives and myself as a disgusting act of greed. In fact, on a strictly personal and motivational basis, it was probably an act of greed. Seeing the stocks of candles dropping, the manager quickly understood that the rarity of the good was skyrocketing, in a time where its main substitution competitor, electricity, was unavailable. Although one can question the ethical implications of such a move, the actions of the manager prevented, most certainly involuntarily, an even worst problem: a penury of candles at the time when they were the most needed.
In the case we study, the supply of candles from suppliers is constant since the usual supply routes are disrupted and the studied amount of time is very short, whilst the demand varies according to price, as it usually does. The situation is shown in the graphic below.

The two blue curves are the demand curves. The higher the price is, the lower the demanded quantity is. The curve with the steeper slope is the one representing the ice-storm situation. In this situation and compared to the normal situation, customers will always buy more candles. The initial price is
Pi and the supply is
S. If the price is not adjusted following the new situation, the demanded quantity will be
Q. Since the supply is fixed and
Q >
S, there will rapidly be a penury, meaning that S candles will be sold at
Pi but could have been sold at
Pe, preventing a penury.
The fact that we, as customers or producers, are all “greedy”, or said more gently, “economically sound”, is what permits a distribution of resources that is optimal. There is a finite set of resources on Earth and infinite needs; we thus need rationing methods. The simple fact is that there was an upcoming penury of candles in the town, aggravated by the fact that the electricity outage was anticipated to last for a very long time. People were buying candles like crazy, probably even irrationally so. This is a perfect example of customer greed. After all, how is it possible for an atomic customer to have the whole picture? There is not an electronic board in the store detailing how many candles are left and how many each person should buy so nobody is left without candles. And even if there was one, how could anyone assess, without a prohibitively costly system, the metrics associated with such an information system ? Furthermore, everybody values candles in a different manner. If I already have a flashlight home, a candle is of very little use. I might be ready to pay $1 for a candle, but certainly not $3. On the other hand, if I have no alternatives, I would certainly be happy to pay $1, but I am still ready to pay $3.
In a sense, the grocery’s manager’s greed, combined with the greed of customers, is what prevented an even less enviable situation, i.e. unused or incorrectly used resources and customers left with pressing needs. By setting the price to
Pe, the demanded quantity was adjusted appropriately. Sooner or later, there would have been no candles left and many people really needing them would not have been able to get them, simply because they did not anticipate the candle-run or were not fast enough to evaluate their need in candles. On the other hand, some would have had too many and they would not have felt it was necessary to use them with parsimony, even if there was a critical situation of penury in the community.
Supposing no market adjustments would have been made, the story would have been very different. On the one hand, you would have a few customers with a lot of useless candles, most of them wasted or not used in a time where they were needed by others . On the other hand, you would have a store owner who has not maximized his profit and, even worst, customers left with no candles at all. The increase in price caused a situation where a few people do not lose a lot (the value of the excedentary candles is lesser than the first ones, as utility decreases rapidly with these kinds of goods; having 5 or 100 candles yields a far less than proportional augmentation in utility) and where most of the community gains. In other words, the price adjustment did not change much except the distribution of candles amongst the population.
All this seems beautiful but I will temperate my enthusiasm with two very important remarks. First, the market system works at its best when there is a lot of suppliers, making it impossible for any supplier to set the price of the goods it sells. However, in this situation, since supply is fixed it has an infinite price-elasticity, meaning that even if there is only one supplier, the market still dictates the price, even if the supplier is a price-taker. If the merchant would have set the price too high or too low, profit would not have been maximized. As such, price is a variable the store owner could play with but that had to be maximized.
My second remark is one that is often made in cases similar to this one. On paper, the system works very well and prevents waste or badly allocated resources. Unfortunately, the price increase might mean some people cannot afford candles anymore, meaning they are unable to obtain a good that is essential. When this happens, government subsidies are the best solution. Wealth redistribution is, in theory, not efficient in a strictly economical sense (i.e. it is Pareto-inefficient), but it is simply the right thing to do. Collectively, we cannot accept that a certain portion of the population is deprived from what is essential, be it water, food, health care or candles, in this particular case. Without directly subsiding the purchase of candles in a specific town (which would have required a degree of flexibility way above any bureaucratic organization’s means), the Gouvernement du Québec provided an emergency financial aid during the crisis. Although I do not remember and have not researched the specifics of this plan, it is basically an aid aimed at the poorest to surmount the hardships associated with such a prolonged lack of electricity, including sudden hikes in essential goods.
In the end, one could say the store’s manager was greedy. One could say he was a heartless person profiting from other people’s misery. What is often forgotten is that customers are also very greedy, intentionally or not. This would never have been mentioned as such if there would have been a penury of candles; the stores would probably have been blamed for a lack of supply. After all, how is it possible to blame micro-actions when it is their aggregated effect that causes macro-problems?
Labels: Economics