The ‘original prices’ at stores are a big, fat lie.
So why are stores employing these tricky pricing tactics? These discounts and coupons drive store traffic, but the stores can’t afford to always sell their items at a true discount, explains Greg Smith, the chief creative officer at The VIA Agency, which counts a number of large consumer brands among its clients. So instead, they sometimes manipulate the prices of the items so they can offer a “discount” but not lose too much money by doing so. “The places that do this the most, coupon [and offer deals] the most,” says Smith.