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.
You're lucky you could find a store that is accepting your gold...
Here there isn't a single one doing so, all you can do with gold is to go to a pawn shop, accept a 10-20% fee and leave it there forever.
The only ones to which you could actually sell gold are the guys you find on private ads, but the prices they offer you are outrageous.
Back in 2009 my family had a few serious problems, my parent's business had to collect about 100 000 euros, we had some nasty expenses coming up so, credit line almost maxed up...so we thought of selling some jewelry to keep the business running for at least a month or two...the best offer we had would have meant a cut of about 30% compared to the store value of the rings and necklaces.
Of course, we decided not to sell.