[Kamikaze Chinchilla]

It's a tl;dr thing xD.

In short: all of the store owners (except a few, such as the rune shop owners) had an event where they were competing against each other to see who would make the most sales.
-Kaimid got first place (won based on amount of overall sales for profit)
-Ellysia was second place (won based on total overall sales - including freebie items.)
-and Lesallia for third (won based on total aurum earned)