Which Deal Is Better?

The Psychology: Why "% Off" Fools Us

Research shows that consumers perceive percentage discounts and dollar discounts very differently, even when the savings are identical.

The "Rule of 100" in marketing states: for items under $100, a percentage discount feels bigger. For items over $100, a dollar discount feels bigger. "$15 off" sounds better than "10% off" on a $150 item — even though they're the same.

Common Comparison Traps

Different base prices: 20% off $80 ($64) vs 10% off $70 ($63) — the smaller discount on a lower price can win.

"Up to X% off": The headline discount often applies to only a few items. The average discount is usually much less.

Free shipping vs discount: 10% off a $50 item saves $5. If shipping is $7, free shipping is the better deal.

Loyalty points: "Earn 10% back in points" is NOT the same as 10% off. Points lock you into future purchases and may expire.