I've been running an online store for three years, and the pressure to discount everything is getting ridiculous. Customers now expect 30-50% off even on niche products that already have thin margins. Does aggressive discounting actually build customer loyalty, or does it just train people to wait for sales and never pay full price? I've seen return rates spike after clearance events, and repeat purchases drop once the discount disappears. Maybe the smarter play is to compete on product knowledge and customer service instead of price wars.