This is the sneakiest thing stores do to trick consumers

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.