Dinnerware, Serveware, Glassware, And Ware

"What's in this sale?"
"Ware."
"This sale right here." 
"I'm telling you it's ware."
"I already know where the sale is! I'm asking you what's in it." 

Ends on November 7 at 9AM CT

About Ware

Isn't that just an old-timey word for "stuff"? So a modernization would be "silverstuff."