I noticed my favorite boot black polishing his new Rockports. I asked why. Apparently, even brand new shoes benefit from a protective topcoat. A few light polishes over the first weeks of wear build up a base that seals raw leather from scratches. It's making your shoes last, before they even begin to wear.
If your tightwad alarm beeps when you read "new shoes," let me tell you our favorite new place: Marti and Liz Shoes. We once stopped whenever we were in Murfreesboro, but the Cool Springs location is much more convenient. They resell sample and returned shoes from department stores. Lucky for us, we've found extra-large AND wide Rockports for under $35. Beat that, Ebay.