Anchor-price theater

Never-charged list prices as sales scenery: "the crossed-out figure exists to make the number next to it feel like a rescue rather than a purchase." Specimens: Ecohi's simultaneous permanent 60/70% sales; DHB relaunching at "half price" on day one before a single full-price sale ("RRP is a number somebody types in"); Café du Cycliste's flagship at 38% off at a first-tier stockist. Counter-model: Galibier's direct-only never-discounted single price. Rule of thumb: the sale price is the price; buy at it or not at all.

Source: report