How do they offer the lowest prices, a 10% returning customer discount on top of that and then free shipping? It doesn't seem possible they could make enough money to survive.

They must have carved out a huge part of the retail business for themselves with that model.

I think instant downloads are a big part of their business.

The lack of a brick and mortar store probably helps a bit as well.

The hardly keep any inventory and they are literally right next door to Murphy's (the supplier of most of the magic)

How do you know that? I ask because they have real time software that won't let you put an item into your cart if it isn't in stock. I was ordering The Hobson Egg Bag when it was released. It went right in the cart. I didn't complete the order and when I came back later and logged back in, it wouldn't let me add it as they were out.

They ship faster than any shop I've ever used.

I just don'tk now how they can offer all that and stay in business, unless they have a huge

Its best to sell a fast 1000 items in a day or 2 and make only $2 profit per item then to sell a slow 333 items over a week and make $6 profit per item. Yes you wil make same profit but its best to move the inventory quick and have the profits in 2 days instead of in a week. Same principal as home shopping shows like QVC where they blow out all inventory in less than an hr and keep it moving.

I guess there is more to this retail business than meets the eye.

You better believe it. Some of it is smoke and mirrors though, no pun.