Paying Retail is sortof like the saying that the way to stimulate the economy is to spend 1 Trillion Dollars on an Economic Stimulous Package and not cutting taxes and cutting spending.
Do you stimulate the economy by raising taxes on the rich and raising business taxes?
Certainly if your buying An Engagement Ring or Diamond Jewelry than a Jewelry store is great but A Wristwatch really is not a piece of Jewelry. The Retailers do not make the watch, all they do is ad tremendously to the already high cost. The overhead in these Jewelry stores is very high.
I doubt Joan Rivers would be very rich if she paid Retail for everything she bought. I doubt there are that many people who can afford to pay retail price for everything they buy, even the rich, or if they did pay retail they would be poor.
I think saying that you like to pay Retail is one of the many white lies