Turns out people like being fooled by coupons
Women like this.
I remember when they did it and I thought it was an awesome idea. I hate what I call the Kohl's model where they mark everything up to crazy levels and then you have to jump through all these hoops to get an item at a decent price. Then you are an absolute sucker if you buy anything without it being on sale and having a coupon.
I guess they play on the dopamine hit where people think they're getting a "bargain" when in reality all those coupons just brought it down to about 10% above where it should be.
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