The Headline Number

Stores advertise the biggest percentage they can legally print, because a large number grabs your eye before your math kicks in. But a percent off a price you cannot see tells you nothing. 40% off an inflated tag can cost more than full price somewhere honest. The figure that matters is what you actually pay, not the size of the cut.

"Up to 70% off" usually means a handful of items hit 70% while most sit near 10-20%. The headline pulls you through the door, then the average discount turns out far smaller. Sharp shoppers ignore the percentage on the tag and compare the final price here against what the same item costs elsewhere.