Famously, JCPenney tried to eliminate this sort of perpetual "Huge Sale!" pricing and just mark their goods with accurate, everyday lower prices.
This was an enormous flop and customers hated it. They quickly returned to the old, deceptive model.
Shoppers want to feel like they are getting an
amazing deal due to their
smart purchasing decisions.
A store can be successful with a straightforward pricing model....Cisco Aldis etc. But switching from a sale model to straightforward will always be a disaster.
However more people claim they want straightforward pricing than actually do...see Saturn.