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New means NEW .... right?

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."
 
I buy online assuming it's been touched/played/handled by someone prior. I don't mind that as long as the item is in like new condition. What really matters to me for instruments are my feelings towards them. How does it play, does it inspire me? If I connect with the instrument and it has a cosmetic flaw, I don't really care. And most people insist on deals on new instruments, which, in my opinion, should increase the level of acceptability of cosmetic flaws.

There were many reasons why I quit Sweetwater. It had very little to do with the company, most of it was the sense of entitlement and general nastiness of dealing with customers. Generally bass players were the best of the bunch. Very few returns. Guitarists on the other hand were very difficult to deal with.
 
I buy online assuming it's been touched/played/handled by someone prior. I don't mind that as long as the item is in like new condition. What really matters to me for instruments are my feelings towards them. How does it play, does it inspire me? If I connect with the instrument and it has a cosmetic flaw, I don't really care. And most people insist on deals on new instruments, which, in my opinion, should increase the level of acceptability of cosmetic flaws.

There were many reasons why I quit Sweetwater. It had very little to do with the company, most of it was the sense of entitlement and general nastiness of dealing with customers. Generally bass players were the best of the bunch. Very few returns. Guitarists on the other hand were very difficult to deal with.

So you hated the calls too?
 
So you hated the calls too?
I hated the emphasis on outbound calls they want you to make. Ethically I had an issue with calling people out of the blue while trying to get more active customers into my account. I had no problem with inbound calls helping people out and I had no problem calling customers who were in my account every few months to check in with them. But with Sweetwaters customer experience being the topmost priority there, there is a tendency to get abused with no recourse other than to shake it off and dial the phone. It was a quick lesson in why I was not cut out to be in sales. You never know until you try though.
 
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I've only owned 1 brand new bass in my entire life and i guess i'm just not as picky as some, but it was a hangin on the wall at the local music store in 1992. i didn't care that it was on the wall and others had played it. that was how it was done. i ran off with that Jackson and never looked back.
modded the crap out of it...took it out on the road for a year...eventually sold it...wish i still had it.

but if i were to buy another new bass today i would expect to pick one up from the wall at the music store and play it, buy it...and move on.
 
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Over the past 4 weeks I've attempted to buy myself a new bass guitar.

In that time I have ordered 4 different basses. Each of them has been advertised as new. But every one of them has been either a display model, or a return, or taken out of the box for some other reason. So each of them has been returned.

I'm starting to wonder if this is some kind of sign, like I'm really unlucky or just not destined to get one for some reason. It's starting to make me wonder if I should bother.

Do guitar dealers in the USA advertise items as new and send used or returned models?

Is anyone else in the UK having any similar issues? Or is it just me?

I never could understand having to have a “New” instrument. Once you play it, it’s no longer new, and you paid premium price for the privilege of conversion. Me, give me gently used any day of the week, but that’s me.

As for your post, I’ve not noticed that, but I have notice that finding a stock new bass that is playable without spending significant cash getting into playable condition about as scarce as hens teeth.