How Not to do Sales

One of my favorite clothing stores is Eddie Bauer Their products are extremely durable and comfortable they re however quite expensive. So when I first started shopping there if I wanted to buy something I would wait, and only buy if I could get if for 30% off or more. However, I started to notice that every time I go into their store or get a catalog from them it seems everything in the store is always 30-40% off. Over the past four months I've been in the store once and received two catalogues from them, and wouldn't you know 30-40% off every time.

In case you were wondering this is
terrible sales practise. The purpose of a sale is to get people excited about getting your products for a cheaper price and bring in more business. By having a store wide sale for months at a time you are just sending the message to your customers that the real price of you products are when they are marked 30% off.

This creates a problem now for them because if their other customers like me find their products to expensive I now only make purchases from them if I can find items marked down by at least 40%, even then I feel as though after realizing these facts I am less likely to buy from them.

If they want to fix this it is my opinion that they need to lower the regular price on the products, and when they do have sales only sell certain items at discounted prices, rather than everything in the store.