New could mean new in box, but could also reasonably mean floor model. It depends on the store. At a small shop, I'd expect almost everything to be placed on the sales floor, and to have been played before. Any notable shop wear should be described, and the price should adjusted for it. Buy online from these places, and you're buying what you would get from them if you actually walked in...and it is common that it is not in truly perfect condition. From a big/chain "store" that sells most of its stock out of a warehouse as opposed to off of a sales floor, then "new" should only mean new in box. Something that has been on the sales floor should be called a "demo." Returned stock can be sold as new if you can "get away with it," i.e. if it is in truly as-new shape; I'm fine with that, myself. Otherwise, it should be called a "demo," or possibly "B Stock."