What does ‘Wind-up merchant’ mean?

Someone that makes comments just to spark controversy or argument might be labelled a “wind-up merchant.”

The “wind-up merchant” will often claim to be making their comments as a light-hearted jest when the recipients start becoming irritated.

If you’re “winding someone up,” you’re making them tense or irritated in the same way you wind up a Jack-in-the-box before it pops.

“Stop being such a wind-up merchant and be serious for one second!”