|MAP stands for Minimum Advertised Price.
Many sewing machine manufacturers and distributors (Brother, Baby Lock, Bernina, etc.) designate a MAP to each individual machine, and sewing dealerships that sell these machines are not allowed to publish a price below MAP in writing, whether it be on their website or in an email newsletter like this.
- Machine-X has a designated MAP of $500. If you Google search for Machine-X, you should see it listed at $500 by every dealer who carries it.
- Dealership-Y carries Machine-X and even though Dealership-Y sells Machine-X in their store for $400, they are not allowed to publish their $400 price anywhere is writing.
- If Dealership-Y wants to publish a price for Machine-X, the $500 MAP price is the minimum they can advertise.
This policy is twofold in my opinion:
(1) To make sure profit margins are healthy enough to foster and grow a high quality customer service oriented dealer network that in turn grows the sewing industry as a whole.
(2) To protect smaller dealers from larger operations with resources to undercut prices (think Amazon etc…)
These small family owned specialty shops provide an extremely valuable service to their local sewing community especially in rural and small markets. It’s important to remember that MAP pricing is simply the minimum price that one can advertise at. Dealers can choose to sell the machine for whatever price they want. Otherwise this would be price fixing which I believe is still against the law.
The one aspect of MAP that can be frustrating for both customers and dealerships is that in certain cases the dealer is not allowed to tell you the price of their machines in writing. If you want to inquire about in-store pricing, you must call the dealership for more details.
Technically this means that if Machine-X has a designated MAP of $500, and Dealership-Y sells it in their store for $400, then Dealership-Y is having a SALE on Machine-X. That being the case, here are some of the machine that we currently have on sale: