It’s not unusual to see jewelry and department stores advertising seasonal storewide sales, often accompanied by the promise of an enormous discount, say 50% off the regular price. Please beware that in most instances a “50% off sale” rarely yields the customer a great deal. While, on occasion, it makes sense for a retailer to dramatically reduce the price and clear out merchandise that isn’t moving, more often than not these sales are not sales at all.

When you see a deep discount advertised, ask yourself, "Fifty percent off what?" Was the piece ever sold at the original, higher price? For how long was it selling at the higher price? And how many pieces were sold at that price? Some retailers will briefly mark an item up to a ridiculously high price and then reduce the price to a reasonable level and call it a discount.

Another advertising ploy is to offer an item at a certain price, and suggest that the consumer would pay a much higher figure for comparable merchandise at another store. The price tag on a bracelet might read, "Only $499! Compare at $1,000." The item offered might be a poorly made knock-off of a designer or prestige brand, or if it's the real thing, it might not be protected by the manufacturer's warranty.

In some stores, when a customers asks a salesperson what exactly is on sale, he'll respond, "What would you like to be on sale?" In other words, he's offering to give you a discount off the marked price of anything in the store. This certainly suggests that the marked price is intentionally inflated to begin with. And that's not a sale: it's negotiation.

If a piece is available at a bargain price, maybe it's no bargain! The piece might be damaged or flawed (even if the flaw isn't visible at a glance) or just poorly constructed or downright ugly.

Bottom line: A big discount on an item that you don't want is no deal at all. If it's a piece you want at a price you consider fair, it's a good deal. If you're doubtful about the price, shop around and compare. We're confident that when you look at the overall quality, service and value, you'll always make the decision to shop with us.

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