Many times when we see one of those “You save this much off the regular price†type of signs it can create a rather emotional purchase if the savings amount is large. Sometimes too, you have to be careful on whether or not the price has been bumped up which means you aren’t saving as much as they are portraying.
There is this one example that I saw today which made me think just that as I saw a USB memory stick on sale for about $9.99. As you can see here too, it indicates that the regular price of this item is $62.99 which means you are saving $53.
For these types of products, I happen to know what the average price is and so it immediately got a reaction out of me as the original price of the product seemed so overpriced. Here are some quick examples from other stores which sell the same product:
As you can see, one place sells it for $15.98 as a regular price. While granted you can argue that the price indicated is the store’s own regular price, although I personally never seen it that high, it just goes to show that you still need to do your research when it comes to buying things regardless of some sign indicating what the regular price of the item is.