Retail Racism provides insight into the everyday shopping experiences of Black and Brown individuals, drawing on interviews with minority consumers nationwide. Michelle Dunlap fosters an important dialogue that encourages readers to confront the racial dynamics affecting consumers in America today. The book is structured into four parts: Part 1, "Monitoring," shares stories of individuals who face misperceptions and mistrust while shopping, highlighting the emotional toll of being treated as a suspect. It includes reflections for both consumers and marketers. Part 2, "Inequities," discusses the various ways consumers are insulted and invalidated in retail spaces, emphasizing the painful realities faced by minority shoppers. This section also offers insights and reflection questions. Part 3, "Traumas," delves into more severe experiences, including being targeted and traumatized, particularly in the context of racial profiling. It aims to educate readers about the psychological impacts of these encounters. Part 4, "Philosophies," explores the broader implications of privilege and preconceived notions in shopping environments, encouraging a deeper understanding of systemic issues. Each section concludes with lessons and reflection prompts for consumers and marketers, culminating in a powerful conclusion that underscores the ongoing challenges of shopping while Black or Brown.
