The term "store owners" refers to individuals or businesses that operate and manage their own retail stores. These are people who have invested in a physical location, stocked it with products, hired employees, and oversee all aspects of running a storefront business. They may be independent operators or franchisees of larger chains, but they ultimately have the responsibility for managing their inventory, setting prices, marketing to customers, and ensuring that their establishment runs smoothly on a day-to-day basis.