To discount ... or not to discount?

Discounting can be dangerous. It's all too easy to train your customers to only buy when they can find a discount. And once customers are used to a discount every time, then they'll only buy when there's a really good discount. All too soon you can find yourself in a race to the bottom with a brand that has become a bargain brand and your site plastered with huge "% off" banners all over it.

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