A “transient merchant” is any person who:displays samples, models, goods, wares, or merchandise in any hotel or motel room, rooming house, store, club, storehouse, house, or other place for the purpose of securing orders for the retail sale of such goods, wares, or merchandise; and does not own said premises or is not the holder of a formal lease thereon. Exempted from this definition are farmers. City Code, 1976/83, art. 15, §101(a) Ord. 71-1212