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How can they sell this below Royal Mint prices?


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I am totally new to collecting coins so i apologize for dumb question right away. I am seeing this at CrawleyCoins - https://crawleycoins.co.uk/product/2022-her-majesty-queen-elizabeth-ii-memorial-5-oz-silver-proof/?fbclid=IwAR1QFIUnrKq_EHYBbYK1Yul6c3ZloQvIQtBaTKnjberCywRG2xDbbU3bWlA

How can they sell below Royal Mint prices? 

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Though somewhat relevant to the topic it was originally posted in, it makes more sense IMO as a new topic as it’s for a new discussion so I’ve moved it to a new topic :) 

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2 hours ago, VladimirS said:

I am totally new to collecting coins so i apologize for dumb question right away. I am seeing this at CrawleyCoins - https://crawleycoins.co.uk/product/2022-her-majesty-queen-elizabeth-ii-memorial-5-oz-silver-proof/?fbclid=IwAR1QFIUnrKq_EHYBbYK1Yul6c3ZloQvIQtBaTKnjberCywRG2xDbbU3bWlA

How can they sell below Royal Mint prices? 

26 minutes ago, Midasfrog said:

They buy in bulk from the Royal Mint also the Royal Mint can charge more knowing that they will sell at the higher price .

Or they could be making a loss, as someone once rather fatuously informed me some years ago.

Using loss leaders is a well-known marketing technique, but it is likely that @Midasfrog answer is correct.

This is not confined to the coin business.

If you wanted to buy, for example, a new Ford car, do you think you would get a lower price buying it direct from Ford, or from one of their dealers?

😎

Chards

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