I come across the word, “retail (oriented) politics” in an article under the title, “All presidential politics is local” in Conway Daily Sun (December 23, 2015), which contained the following paragraph:
He (Marco Rubio) said a lot, but at the same time said nothing. -- If there was a human side to senator, a soul, it didn’t come across through. That might sound like harsh critique, but in essence that is the point of the New Hampshire primary, to test candidates in a retail politics setting. Rubio said it himself: “New Hampshire is very town hall based,” he told us, the politics “retail-oriented.” After the New Hampshire primary, he said, it transforms into a media race, not a human race.
From the context, I surmise the retail (oriented) politics means either mass-marketing / mass media oriented politics or just populism, but I’m not sure of. Though it comes out in quotation mark, what does it mean precisely?
Is “retail politics” an established political word, or just the one coined by Mr. Rubio?