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- An EC Comics story featured a drugstore owner who was miserly, paranoid and exceedingly crabby. During the story, he flips out when a little girl sets up a lemonade stand in front of his store. He's so obnoxious about this "competition" that the locals buy her lemonade just to spite him. Since this is an EC Comic, it turns out that he's the one secretly supplying the little girl's lemonade. He built up a Jerkass Fašade over decades to prevent people from taking advantage of him, and just can't get himself to drop it for genuine charity cases.
- Jonathon and Martha Kent in the pre-Crisis Superboy stories ran a general store in Smallville.
- Gracie Leigh in Jericho. (And later Dale and Skyler after her death.)
- Mr. Hooper of Sesame Street.
- Mr. Drucker on Green Acres and Petticoat Junction. Also doubles as postmaster and newspaper editor.
- Loren Bray, who ran the town general store on Dr. Quinn, Medicine Woman.
- Arkwright from Open All Hours, although he can be more of a Honest John's Dealership.
- Ike Godsey on The Waltons
- Very common in RPGs in general.
- Some MMORPGs allow players to set up their own stores to sell just about anything they don't need. Unlike NPC's, their stock is naturally limited.
- Tom Nook, the
raccoontanuki proprietor of the local store in every Animal Crossing village. From Wild World on, the Able Sisters nearby specialize in clothing, accessories, and umbrellas.
- Hachi, retired Orange Star CO from the Advance Wars games (Wars World trilogy).
- Rinnosuke, The One Guy from Touhou who sells antiques and rarities in the human village.
- Recette, the main character of the Simulation Game/Action RPG Recettear: An Item Shop's Tale.
- Fantasy Quest's shopkeeper is a warm befuddled man who refuses to talk of matters above his station.
- Hometown Story is in part Harvest Moon with the player running a shop instead of a farm.
- Shotgun-toting, easily provoked, and extremely deadly in Spelunky. It is all but impossible to meet a seasoned player who has never died to one.
- An Animaniacs story set in Old Salem featured a witch hunter who accused the shopkeeper of being a witch on the mere grounds the shopkeeper was holding a broom. The characters singing about the witch hunter then pointed out even the shopkeeper isn't safe from him just to show how much he should be feared.