The old saying, “words are cheap,” isn’t always relevant when it comes to marketing strategy. Add an old word – especially one that appears British – and the price rises. In these signs, holdovers and resurrected terms signal merchandise that costs more and (they hope you’ll think) that is actually worth the extra money. First, pharmaceuticals:

An apothecary!

Chain pharmacies – Duane Reed, Walgreens, and Rite Aid in my neighborhood – could never be apothecaries. They emphasize price (as in low) and convenience. In my imagination, an apothecary wears a striped apron and requires a few minutes of polite chit-chat before filling your prescription or directing you to the toe-fungus section. (Not that I have toe fungus.)  In a non-apothecary (the word apothecary applies to both the person and the shop), I don’t expect a discount. I do expect personal service and a gentle shopping experience.

I expect the same in this food store:

No general food here. Only specialties.

Doesn’t purveyor sounds better than merchant? About 20% better, judging by the prices for the specialty foods within. Don’t go into this store searching for, say, a box of Wheaties or a Hershey chocolate bar. Instead, look for food with advanced degrees – of both pretention and price.

Every rule has an exception. This store, in NYC’s garment district, sells doo-dads that attach to clothing (buttons, lace, sequins, and the like). This banner features a blast from the past:

Not from a research study!

The term findings  more frequently appears in connection with an inquiry, poll, or research project. In this sign, though, it means “tools or materials used by artisans,” according to dictionary.com. Comparing this shop with others on the block, I found lower prices and slightly scruffier décor in the findings store. (Or should I say shoppe?) Perhaps in this case, the owner modernized neither language nor prices.

I’ll keep searching for strange words, and let you know my findings.