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SOCHI, Russia - In any Olympic Games, merchandising is as much a part of the experience as looking at the rings.

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While crowds at the Sochi Olympics may not be as robust as past games, the retail experience is bigger than ever - with more stores.

Thousands of Olympic stores are open across Russia. There are only two people working behind the counter of the only store selling Olympic merchandise in the Olympic Park. That means there are lines to get into the store and to leave. Russians are lining up to lay down hard-earned rubles, with carts overflowing with mugs, keychains and mascots.

Russia team jacket's cost a mere 9,900 Rubles or about $330.

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