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Was looking for this comment! I was at Kohl's with my wife and I saw the sticker price and was ready to leave, and she said, "oh, that's not the price you'll pay, everything has a discount." I don't like that game and I've not gone back.

This is exactly what my dad said about Sears in the 80s and 90s

I don't think my mother has ever paid full price at Macy's.

At the stores that use paper pricetags still, before you buy anything expensive, just rifle through the other pieces of paper behind the pricetags.

Sure, today it says "30% off". Behind, though, are pages for 50% off, 40% off, and 65% off

Then you know it isn't really on sale now.

I have to admit the Kohl's 'sale price' thing totally worked on me. I bought a piece of luggage that was marked down from around $300 to around $150. I felt very good about having acquired such a fine item for half price. Later I wondered if I would have felt as good paying $150 without thinking it was 'worth' $300. Of course I would not have.