While lower prices every day may make more sense for a shopper's budget - most hard core shoppers are looking more for a thrill of “saving” money - even if they end up spending more overall.
Shopper A goes to a store with low prices and no sales - buys the same 10 items and spends $300.
Shopper B goes to the store with SALES - buys the same 10 items and spends $330 - but is SO HAPPY because ONE of the items purchased was ON SALE - and look how much was saved!!!!
It is a gimmick for not very smart people - like lotto or casino gambling - and no one ever went broke by underestimating the intelligence of the general public.
(80’s joke - F*ck “the General Public”....... I like “the English Beat”)
-—Shoppers - like gamblers - do not usually care how much they spend (lose) over time - so long as they occasionally get the thrill of a low sale price or jackpot. While lower prices every day may make more sense for a shopper’s budget - most hard core shoppers are looking more for a thrill of “saving” money - even if they end up spending more overall.-—
THAT makes sense. TY.
You summed it up nicely.