Are you selling gold ornaments or gold coins? Both got a lot of difference.
Offcourse if you try to sell your ornaments mostly no one will buy at market price because it is not a pure gold anymore. But if you try to sell your gold coins then I don't think people will ask for 5 to 10% discount, that is too much.
I'm actually referring to .999 Gold coins/bars. I have seen how the availability of Gold locally has increased a lot, and looking at Gold's performance throughout the last years, it doesn't surprise me at all that people are looking to get rid of this precious metal. People don't only see the value of their Gold holdings decrease, but they also have to swallow a loss in purchasing power on top of that.
If I'm not wrong you sell your gold coins (pure gold coins) around 1% to 2% less than the market price. If your lucky and if gold demand is high in a certain time then you may get a deal market price as well.
Not sure where you're from, but I'm from Europe and not one single store locally wanted to buy Gold 1-2% below spot value. They're just not interested. I don't even blame them with how the Gold market keeps tanking. 5-10% below spot value grants them some extra breathing space to not lose out on transactions with how consistently the price keeps going down.