There was a period of time where the recession-induced panic of retailers worked to the real advantage of shoppers, as seasonal sales came earlier and with deeper discounts. This has ceased to be the case in mid-summer, where shops have essentially the same inventory of XS and XXL dregs as in previous years, only this time their efforts to flog us into buying their dust-gathering odd sizes and unsuccessful colour options involve greater histrionics that strain credibility. Has "80%" been researched to be the greatest discount that a consumer will believe possible? At some point the percent figure ceases to be an indicator of value and instead calls into question the plausibility of the initial price, yes?