i deal with the general consumer on a daily basis. my observation is that consumers enjoy bragging rights "i got this on sale" instead of their friends stating they purchased it at regular price. oh and did i mention the regular price is cheaper!! sears also has a example on their friends and family discount night open to the general public - advertising a discount on total purchase depending on the department...and the price will be cheaper the day after the sale...the poor uneducated comsumer