Retail stores sell a lot of their products on sale. That is actually the reason they have it, to sell more by lowering the price Sure, you lose some money, because it is a sale, but you will sell a lot of your products. Everyone can do it, just lower your price. But who will buy your product if it won’t on sale? How many people are willing to pay a full price instead of wait for the sale? Shouldn’t that be an objective to strive for? To make a product so good, people will buy it regardless whether it’s on sale or not.