Every consumer wants to pay as little as possible for everything that they need. On the flip side (of the coin), every merchandiser wants to get as much as possible for everything that they sell. The consumer is caught in a trap. If he needs the product, he's got to pay the price. There is no middle ground that can totally satisfy either side.

The consumer might say the merchandiser should do better for them. However, the merchandiser would argue that they give up enough when they put on sales and give out discounts. Each side needs the other, so they both have to survive.

Then came Blowout Central in 2000, a division of a company that had been selling wholesale to retailers for some 25 odd years, prior to that. The initial goal was to give the consumer a big break for a limited time, by selling below wholesale. The consumer got a taste of it and didn't want to quit, and we got a sense of it and didn't want to disappoint them.

So, you now have a retail place you can go to, and buy, not at retail prices, not at wholesale prices, but below wholesale; way below.

You wanna bet? Here's our challenge: Show us a retailer whose prices can even match ours and we'll go lower. We just won't be beat.