How a great sale affects your brain

The science of sales 07:21

That Frenchmen, Aristide Boucicaut, created fixed pricing in the 1860s at Le Bon Marche, the world-famous department store. Once his price tag was born, it was destined to be slashed.

Customers longed for deals, and the coupon (Coca-Cola's brainchild in 1886) helped slash those prices. By the 1970s, 75 percent of Americans were clipping away -- and bargain-hunting at new chains like Wal-Mart, K-Mart and Target.

"People feel good when getting discounts 'cause it's great to know you got a good deal," said Kevin Bryant, a district team leader with Target. Bryant says, these days, customers drive down prices not only with coupons but phone apps, online shopping and rewards cards.

"Our guests are more savvy than ever, they're more educated than ever," he said.

Target woos them with an image of cool products at low prices.

"For the millennials or a mom at home with kids wants to feel hip, wants to feel trendy, but wants it at a reasonable price," he said.

Barbara Burns is one of those stay-at-home moms that target Targets -- and she doesn't mind calling herself "cheap."

Strassmann asked, "When was the last time you paid full price for something?"

"I don't know!" she laughed. "I'm honestly trying to think …"

The Atlanta wife and mother of two bargain-hunts relentlessly, in stores and online. She'll buy gifts for ten people this Christmas. Her budget is $300.

What would be the value of the gifts that she gives? "Maybe three times that, so about $900," Burns said.

She happily haggles. She did when she bought her refrigerator -- knocking the price down another $400. And, she said, she feels better about her fridge every time she opens it

It may make you feel better, but what's the real deal? 

Mark Ellwood says retailers get our dopamine surging with artificial discounts.

He said the typical markup on a product might be as big as 70 percent: "It's astonishing to realize that if something costs a hundred bucks, it could have cost $30 as a raw cost," Ellwood said. "But that $70 is both to build in huge amounts of marketing costs and also to build in that anticipated discount. Remember, markups are now there to allow stores to offer you a promotion."

And any way you turn, chances are you will see red.

"Red is the first color to hit our eyeballs. It's the shortest wavelength, so it literally hits us first," said Ellwood. "It grabs our attention. As the population ages, there's a sort of yellow sheen to the world, the color that will be easiest to discern is red. So with an aging population, there'll be more and more red, because it genuinely is the color that our eyes find easiest to see."

J.C. Penney is STILL seeing red after it tried eliminating discounts last year, offering instead what it called set "fair and square prices." Shoppers revolted. The pricing experiment cost the chain $1 billion last year.

 "People don't want 'fair prices,'" said Ellwood. "They want to feel like they've gotten one over on the store."

But there are exceptions. Forget about getting anything over on Louis Vuitton, the luxury French fashion company. It's one of the only major brands that never discounts anything.

Anywhere else, though, and Ellwood believes every day should be Black Friday:

"When you're paying full price, you're letting yourself down, because it's really easy to get a sale," he said. "And it's also really fun. You didn't know it was dopamine surging through your brain. But you still come out of the store, and you're grinning, and you're thinking, 'That was amazing.' We should have that moment all the time."

For more info: