August 17, 2006 3:08PM

Bashing Wal‐​Mart (and Millions of Shoppers)

Can Democrats ride what they see as a populist wave of anger against Wal‐​Mart to success in the 2006 elections and beyond? According to a New York Times story this morning:

Across Iowa this week and across much of the country this month, Democratic leaders have found a new rallying cry that many of them say could prove powerful in the midterm elections and into 2008: denouncing Wal‐​Mart for what they say are substandard wages and health care benefits …

The focus on Wal‐​Mart is part of a broader strategy of addressing what Democrats say is general economic anxiety and a growing sense that economic gains of recent years have not benefited the middle class or the working poor.

This new strategy tells us much more about the lingering anti‐​business, anti‐​market and, yes, elitist mindset of the Democratic Party’s national leaders than it does about Wal‐​Mart itself.

Wal‐​Mart and other price‐​conscious discount retailers are really a working family’s best friend. They operate in the marketplace as representatives for millions of consumers, ensuring that they get the best and lowest prices possible from wholesalers and producers. Tens of millions of American shoppers vote with their feet every week by visiting their local Wal‐​Mart.

If Wal‐​Mart offers wages and benefits that are below the national average, it is not because of company policy but because of the realities of the marketplace. Retail jobs in general offer below‐​average compensation because the jobs tend to be lower‐​skilled and less productive than most other jobs. Even so, Wal-Mart’s wages within the retail sector are competitive. A worker at Wal‐​Mart is more likely to have health insurance and be paid more than a worker with similar skills at a small, “mom and pop” retailer.

The denunciation of Wal‐​Mart is largely driven by politics. Labor unions, a key Democratic Party constituency, see non‐​unionized Wal‐​Mart stores as a threat to their efforts to organize retail workers, especially those in the grocery sector.

Democrats will need to decide who they want to represent: Tens of millions of cost‐​conscious, lower‐ and middle‐​income shoppers, or noisy but far less numerous union members who do not like competition.