> and I check some website that shows the average price is $80, I doubt I would pay the $100. This is itself an indicator of your consumer profile. Many retail

> and I check some website that shows the average price is $80, I doubt I would pay the $100. This is itself an indicator of your consumer profile. Many retailers that consider such consumers part of their target demographic handle it by listing the product at the higher price, but being liberal with discounts. Those that aren't price conscious buy it at the listed price, and those that are price conscious shoppers will easily land upon a decent discount code. They even cycle through the promos in such a pattern that they hit most of the price conscious consumers with mediocre deals but still have reliably consistent fire-sale style discounts to draw in the super price sensitive. It's such a tried and true strategy that even RetailMeNot, a site that's popular for price conscious shoppers, is actually owned by the advertising company Valassis (same company that sends out those weekly bundles of junk mail containing coupons and stuff, which most US readers should be familiar with receiving).