No person shall engage in the business of the retail sale of goods, wares or merchandise, when such sale is described or referred to either directly or indirectly, in form or in substance, as a going-out-of-business, removal, loss, termination, loss or expiration of lease, closing out, liquidation, creditor's, damaged goods, forced or distressed stock sale or by any other term which shall reasonably lead the public to believe that the owner or offerer of such goods, wares or merchandise, either by choice or necessity, will no longer continue to engage in business at the same location, without first obtaining a permit therefor as hereinafter provided. Nothing in this section shall be deemed to apply to any person who sells or offers, or announces or advertises for sale, goods, wares or merchandise at a reduction in price when such reduction in price is made in the normal course of business operations, nor to any person executing a process or order of a court of competent jurisdiction, nor to a creditor's sale conducted by a licensed auctioneer which does not exceed one day's duration.