C'mon, guys, there are genuine BF discounts. They do exist! And people do know the deal value, when they see it.

The retailers don't have to discount everything on the floor, they just need the traffic. Once in, some items could still be purchased as valued, the discounts on some items help pull the people in. And sure, the mood and expectation helps.

It is a balancing act, but marketing does not equal cheating, some [lot] manipulation there is, of course. And the crowds are willing too, now demand discounts on anything of value!