WHO PAYS LIST PRICE?.: WHO PAYS LIST PRICE?

Everybody Can Now Get It Wholesale

WHEN General Electric gave up Fair Trade and minimum-fixed prices for its wares last week (see Retail Trade), it belatedly recognized a basic fact of modern U.S. retailing. Nobody, or practically nobody, pays list price any more—for appliances, or for autos, furniture, cameras, jewelry, even baby buggies. As one Milwaukee retailer says: "The price tag on my merchandise means nothing."

While no one knows the percentage of total retail sales at cut-rates, merchandisers estimate that 90% of all small appliances are sold below list price, and say that cut-rate sales in other lines are growing fast....

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