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order penegra KAPNER: Well, look, retailers know they have to offer big discounts to get shoppers in the store but they don't want to give away the store, per se. So they plan these deals sometimes with their suppliers months in advance. And the discount is built into the starting price. So the retailer knows they're going to have to discount that sweater by a certain amount to get it out the door. And they want to protect their margin, so the starting price is based on what they think they'll sell it for.