ALT-2 The Trials of the World of Retail
Retail. It is a word and concept that is as extinct as the early barter system. One might as well attempt to resurrect the wampum belt or Conch shell money. A dictionary will define it as: selling in small amounts without a discount, but no modern shopper expects to encounter true retail. It is the age of "How much off" in discount outlets across the nation. Pity the poor soul who conceptualizes beginning the American dream and opening his own shop.
Whether selling fish or designer gowns, it is now a trudge to the outlet mall, or a myriad of odd lot discounters, who dominate the market. The Wal Mart phenomenon is part and parcel of the American psyche and the true retailer is a relic of our forefathers. Even those that carry the moniker of a "high end store" are mandated to discount to survive. It is sale after sale, with financing options that would boggle the mind of Mellon. Easter: President's Day; Memorial Day; Veteran's Day; even one for that fond discoverer of America. There is scarcely a month that does not have a promotional opportunity. Financing is just as creative, flaunting such things as: Get it now but with twelve months same as cash; or: How about payments, but hey, no finance charge for four years and we'll even throw in a discount. Use your store club card and get a special member discount (not available to those underlings that failed to join). When was the last time anyone entered a store expecting to pay full price? I dare say it was not the average wage earner and quite likely it extends far into the upper stratosphere of incomes. Why even celebrities are found to wear fake Rolexes.
The trials and tribulations of retail are extensive and have altered the fabric of American shopping and, even our perception of those who work in the industry. They are often treated with disdain, if not outright rudeness and anger. It is as if the shopper questions the integrity and the audacity, of someone who dares to sell at "Retail." "How could they rip me off like that?" "I'll never go back there again, if I have to pay those kind of prices!" We look to China for cheap goods then shop at discounters to buy them even cheaper. We then bemoan the lack of "quality stores" or "specialty stores that once had expert staff that could satisfy to a tee.
Operate a retail store? No thank you. I believe I'll continue working as a writer and pointing out the flaws of the world.
