In the last few months I've noticed an increase in the number of storewide sales. There was the 50% off sale at Oroton last weekend (surely the stores are going to be empty this week!). Mimco has 20% off storewide (although I'm not going there any time soon) and Cotton On Kids has 30% off etc.
For retailers, storewide sales are great for foot traffic and short term sales spikes, but they also send a message to customers that their stock are not worth paying full price for.
Brands like Witchery and Leona Edmiston have had so many storewide sales in the last year I won't pay full price at either stores. In fact I wonder how much stock they sell at RRP? If the figure is low enough because people only buy when they go on sale, will it be better for them to move their RRP down so they don't have to discount so often?
I'd rather shop from a brand that sets lower prices and goes on sale only at the end of season, so I don't have to worry that something I purchase at RRP will be on sale the next day or the next week. It also makes the store (even if only slightly) more competitive against overseas online stores.
It probably won't happen though, because:
(a) There are probably more people who are willing to pay full price than I think, e.g. fangirls, or time poor people who only shop once in a while;
(b) Retailer profit margins are already hurting because of the discounting so it's a hard decision for them to lower their standard prices, especially as there is no guarantee that people will buy more;
(c) Some shoppers are super-focussed on sales. They will happily pay for something with a RRP of $100 at 30% off ("What a bargain!") but won't buy the same item with a RRP of $70.
Do you love picking things up on sale? Or do you prefer cheaper everyday prices with less sales?