Editing Retail (section)

==Definition and explanation==

Retail refers to the activity of selling goods or services directly to consumers or end-users.<ref>{{Cite web|url=https://www.thefreedictionary.com/retail|title=retail|via=The Free Dictionary|access-date=17 January 2018|archive-date=11 August 2020|archive-url=https://web.archive.org/web/20200811173951/https://www.thefreedictionary.com/retail|url-status=live}}</ref> Some retailers may sell to business customers, and such sales are termed ''non-retail activity.'' In some jurisdictions or regions, legal definitions of retail specify that at least 80 percent of sales activity must be to end-users.<ref>Pride, W.M., Ferrell, O.C. Lukas, B.A., Schembri, S. Niininen, O. and Cassidy, R., ''Marketing Principles'', 3rd Asia-Pacific ed., Cengage, 2018,  pp. 449–50</ref>

Retailing often occurs in retail stores or service establishments, but may also occur through direct selling such as through [[vending machine]]s, door-to-door sales or electronic channels.<ref>Pride, W.M., Ferrell, O.C. Lukas, B.A., Schembri, S. Niininen, O. and Cassidy, R., ''Marketing Principles'', 3rd Asia-Pacific ed., Cengage, 2018,  p. 451</ref>
Although the idea of retail is often associated with the purchase of goods, the term may be applied to service providers that sell to consumers. Retail service providers include retail banking, tourism, insurance, private healthcare, private education, private security firms, legal firms, publishers, public transport, and others. For example, a tourism provider might have a retail division that books travel and accommodation for consumers plus a wholesale division that purchases blocks of accommodation, hospitality, transport, and sightseeing which are subsequently packaged into a holiday tour for sale to retail travel agents.

Some retailers badge their stores as "wholesale outlets" offering "wholesale prices." While this practice may encourage consumers to imagine that they have access to lower prices, while being prepared to trade-off reduced prices for cramped in-store environments, in a strictly legal sense, a store that sells the majority of its merchandise directly to consumers, is defined as a retailer rather than a wholesaler. Different jurisdictions set parameters for the ratio of consumer to business sales that define a retail business.