Have you ever been to a store like Target or Costco and see something you’d like to buy – but set it back on the shelf because you “know it’s going to be on sale soon anyway, so why should I buy it now?”
JCPenney went through this thought process recently and said “why wait for a sale? our prices will always be the sale price!”… and their sales plummeted. It ends up that people LOVE shopping sales, and JCP reinstated a higher regular pricing vs lower sales pricing model like all other retail stores.
