This article discusses issues related to the study of the features of naming trading objects, in particular the store business, in Russia conducted by the authors. The authors update and structure marketing tools that are most often used by commercial objects in their names. It should be noted that all of them are aimed at attracting potential buyers. This problem is relevant especially for large cities, where new shops, companies and firms appear almost every day. Quite a few stores have the same range of products and, in principle they represent it in the same price category. Accordingly, the names of retail outlets play an important role in the development of the trading business. Very often people, especially the older generation, do not understand the "strange" names for them, since earlier, in the Soviet Union, the names of stores mainly reflected the product range that was presented in them. In the post-Soviet period, it was fashionable to name stores in the Western manner, while preserving transliteration from foreign languages. In most cases, transliteration is still associated with proper names, and not with the assortment presented in stores. Modern names use this fact as a translation of a word while preserving the lexical meaning of the word. In addition, in our time, such a concept as a "retail network" has developed, when many stores belonging to one company are distributed in cities, regions and throughout the country. The names of these retail chains also apply to the names of stores, which is easily recognizable in every city.