PLEASE LOG IN TO SEE PRICES (click here)
By popular demand... Due to an increasing number of manufacturers requiring us to hide our "too low to advertise" prices, we have decided to make a change to our online store.
Please log in to see the prices. Once you're logged in, you will be able to see ALL prices, and you won't need to "add to cart to see price."
More and more manufacturers require that online stores *not* advertise the price if it is below a certain minimum that the manufacturer sets. This is called a minimum advertised price (MAP) policy. Ostensibly they do this to protect their brick-and-mortar shops which necessarily have higher overhead. Our opinion is that MAP policies constitute illegal price fixing but the courts have said it's legit. Manufacturers can set minimum advertised prices and retailers have to abide by those policies or they lose access to purchase products from that manufacturer.
There are two major ways we can honor a manufacturer's MAP:
We did a survey and discovered that most customers prefer choice #2, to log in first and then never have to "add to cart" to see price. Seeing as how customers have to log in to purchase anyway, it's nowhere near as big a burden as having to "add to cart" all the time.