I think it is pretty clear that sales do attract customers, though, even when the "sale" price is the same as a non-sale price at some other time during the yea

I think it is pretty clear that sales do attract customers, though, even when the "sale" price is the same as a non-sale price at some other time during the year. The interactions are complex, though - see [1]. For example, it's a well-used tactic for Amazon sellers to increase their prices slightly and then offer a discount to attract people who aren't tracking price trends since many consumers are somewhat addicted to "getting a deal" regardless of whether the "deal" is in comparison to the true base price of a product or just its current advertised price. [1] https://www.sciencedirect.com/science/article/abs/pii/S0148296300002149 https://www.sciencedirect.com/science/article/abs/pii/S01482...