[pbj]

I second this. There have been plenty of studies that show consumers love the idea of savings, even if they're just an illusion. People would rather pay $20 for a $25 item knowing they saved $5 rather than just paying $20 with no savings.

[johnward]

I think this is how Kohls works. Anytime we buy something there the receipt says like "total $30. You saved $83.26!". I know I really didn't save anything because I wouldn't pay $100+ for the things I purchased anyway and they wouldn't sell them for that much, but there is some effect to seeing things like that.