Yes, because even during sales the margins are still high. They're just less high. In fact, as JC Penney proved to consumers, you often make more money setting

Yes, because even during sales the margins are still high. They're just less high. In fact, as JC Penney proved to consumers, you often make more money setting prices at $50 and having frequent sales at $30 than you do setting the price at $30 but having no sales.