I worked at my uncle’s shoe store as a kid, and he was a huge believer in marking down prices below the recommended MSRP. He even refused to set up an online st

I worked at my uncle’s shoe store as a kid, and he was a huge believer in marking down prices below the recommended MSRP. He even refused to set up an online store so his vendors wouldn’t know what he was doing. The only thing was that there were never any discounts whatsoever. We lived in a military community and I literally couldn’t count the number of times a customer would walk in and ask for a military discount. We were trained to politely explain our pricing and encourage shoppers to price-check our offerings against any place else. And often customers would demand to give us a discount because they served in $MILITARY_CONFLICT. No matter how much we tried pointing out that our shoes were effectively on sale in perpetuity, they simply wouldn’t believe us. The psychology of the sale is real.