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A big red “40% off” sign feels like good news. But a discount is only real if the price you are paying is genuinely lower than what the product normally costs. Quite often, it isn’t. The “saving” is measured against a price the item never really sold at, so you end up paying the usual…

You have spotted something you want. There is a red discount badge, a “was” price with a line through it, maybe a countdown timer telling you the offer ends soon. It looks like a deal. But is it actually a good price, or does it just look like one? This is the question worth asking…