Many years ago, I worked for an older gentleman (Jim) in the health food industry. He had spent his adult life working in the grocery business and eventually owned two small local grocery stores. One was a small mom-and-pop store for those who needed some essential items and the other was a vitamin shop that evolved into a health food store. During all of those years, he acquired the necessary knowledge and a unique way of communicating to his customers to help grow his business and make it a success.
One day, I asked him which bread was cheaper, the whole wheat, or the rye bread. Before he provided a response, he emphasized the importance of not using the word ‘cheap’ or ‘cheaper’ when it came to price comparisons in the grocery business. According to Jim, using ‘cheap’ would convey inferiority, which was something, you tried to avoid – especially in a small grocery. If you wanted to compare prices, one should use less expensive or more expensive or least expensive. Using that five-letter word in a grocery context especially when Jim was around was strictly “verboten.”
Indeed, even though I learned a valuable lesson that day while in the grocery business, I'm still not inhibited to use it in some situations. If I find something in a toy store, electronics retailer or hardware store that is not well built well and will not last regardless of how much money is thrown towards consumers by marketing departments, I may use this 5 letter word, context is everything.
However, that one day I was corrected by Jim stayed with me not only while I worked in the health food business but still resonates with me today. Over 30 years later, when I hear someone use the word 'cheap' or 'cheaper,' I slightly cringe although it's not necessarily my place to correct them or suggest an alternative unless they may be receptive to such a suggestion.
Anyway, it's been a blessing and a curse. If I don't know the person well and they use the word 'cheap,' I have to understand the context. Are they conveying it's a good deal at a very low price and it might be a valued purchase or stay away as the item is not manufactured well. When people are not nuanced when using 'cheap' it can be irritating but of course expected.
I guess sometimes ignorance is bliss.