How Wal-Mart Pricing Works...

The CEO of Wal-Mart will tell you (and I’ve seen the interviews, folks) that the giant chain does not get discounts from their vendors because they purchase from them in such large volumes.

Though he’s not telling the truth entirely, he’s not lying entirely, either. Here is how the big chain’s pricing edge works.

A local mom and pop tire store will purchase a tire for $18 from Goodyear. Wal-Mart will buy a very very similar tire from Goodyear for $6. Naturally, the final price the consumer pays at Wal-Mart is much lower than the price they will pay at the mom and pop tire store.

First, Goodyear can get away with charging Wal-Mart so much less for the tire because Wal-Mart buys a large volume of tires. Also, large chain stores like Wal-Mart do their own advertising, so Goodyear has absolutely $0 in promotional and marketing costs in order to sell the large number of tires that are purchased by Wal-Mart to be re-sold to the end consumer.

Now, you ask in your 1930s draw, “ain’t there laws a’gain’ it?” Yes, there is, but here is how they work.

The competition pricing laws, most passed during the 1930s, were designed to protect the end consumer from price fixing. The laws state that a company like Goodyear cannot sell the exact same tire at grossly different prices to different customers unless they can justify the cost difference as a saving to their own bottom line.

The lack of promotional and marketing costs are the justification for the price difference and what companies like Goodyear do is add a number or two to their model number or maybe a different notch in the tread pattern and they are now no longer selling the same exact tire to the mom and pops as they are to Wal-Mart.

So, between the “different” tire and the “justification” of the price difference, the mom and pops do not have a leg to stand on.

To seal the deal, all of the 1930s competition laws state that in all cases, the consumer must be the end beneficiary of any intervention, so when the consumer can save 2/3 of their money by buying from the chain, there aren’t many lawmakers out there who are going to want to force the consumer to buy from the mom and pops.