General store, retail store in a small town or rural community that carries a wide variety of goods, including groceries. In the United States the general store was the successor of the early trading post, which served the pioneers and early settlers. Located at a crossroads or in a village, it served the surrounding community and farmers from the neighbouring countryside and carried a wide variety of goods, including food, clothing, housewares, and farm equipment. Because money was scarce in many rural areas, some of the trade was accomplished through barter. The general store served as a meeting place for members of the community, of which the storekeeper was an important member not only because he supplied material goods but because he was also the source of news and gossip. Because produce from the land and forest tended to yield a seasonal return, the storekeeper also sometimes extended long-term credit of from six months to a year to his customers.