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Today's caller sells hula hoops and party games on an ecommerce site. She raised her prices, then created a coupon code for 20% off — making the "discount" more perception than reality. Sales jumped. Even customers without the coupon started buying.
Is this common? Very. Is it unethical? Not at all. She changed a price on her website — which businesses are allowed to do, and do constantly. Prices are going up everywhere.
Is having a permanent sale okay? Also yes. Airlines, furniture stores, delivery apps, and concert ticketing platforms all use dynamic pricing. The "perpetual sale" is a well-established retail strategy. If it works and the customer is getting a fair product at a price they agreed to — everyone wins.
Raise the price!
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