Ask Is it true that running too many sales and discounts trains customers to wait and never buy at full price?

[Brajet]

This is something that has played out clearly with a lot of big retailers. When a brand runs promotions constantly, customers start to see the discounted price as the normal price. They learn over time that waiting is the smarter move, and buying at full price starts to feel like making a mistake. The discount stops being a reward and becomes an expectation. Sales work best when they are rare and tied to something with a clear reason, like a product launch or a specific holiday. Constant discounting slowly chips away at what the brand is worth in the customer's mind. Do you think there is a point where discounting does more harm to a brand than good?