A Show About Retail That’s Actually About Us

I just learned that one of the creative minds behind Scavengers Reign is developing a new comedy series for Netflix centered on the everyday chaos of working at a big box store. The show, called Dealies, is currently in development, and honestly? I think this has more relevance to photography gear culture than you might initially think.

Here’s why I’m paying attention: big box retail is where most casual photographers buy their equipment. It’s where someone walks in looking for a “good camera” and walks out with whatever the employee nearest the checkout counter recommends. It’s the ecosystem where hype, marketing, and actual value collide in the most uncomfortable ways possible.

Why This Matters to Gear Buying

Look, I spend my days researching cameras, lenses, and accessories—cutting through manufacturer marketing speak to find actual value. And you know what I’ve learned? The retail experience shapes how people think about gear purchases way more than online reviews do.

When you’re standing in front of a wall of camera bodies with a retail employee who may or may not know the difference between a mirrorless and a DSLR, you’re vulnerable. You’re making expensive decisions based on incomplete information. That’s where the real story lives.

A Netflix comedy about the retail floor could actually highlight something we desperately need to talk about: the gap between what consumers are told they need and what actually delivers value. The show might satirize the pressure to upsell, the confusion of competing specs, or the way retailers push seasonal inventory regardless of whether it’s actually the right gear for you.

The Anti-Hype Angle

I’m inherently suspicious of anything that smells like manufactured enthusiasm, and retail environments are basically hype machines by design. But I’m genuinely curious whether Dealies will poke fun at that dynamic or just play it safe with broad comedy about annoying customers.

If the show actually explores retail culture honestly—the way employees navigate conflicting priorities between commission and customer satisfaction, for instance—it could spark real conversations about how we buy gear. Those conversations matter. They could help people approach camera purchases more thoughtfully, with less regard for the latest trending model and more focus on actual utility and value.

The Bottom Line

I’m not expecting a Netflix comedy to revolutionize how people buy photography equipment. But shows that examine everyday systems and structures can surprisingly shift cultural perspectives. If Dealies manages to be both funny and thoughtful about the retail experience, it might just help viewers—including gear shoppers—think more critically about their purchases.

And honestly? In a world drowning in marketing noise, that’s worth something.