When running a sale, psychological impact is important to consider in positioning sale pricing – not only for how it attracts a customer to buy in that moment, but also for establishing the value of your offering.
Once an economically viable sale price is set, the question becomes how to position it. Generally, the customers you attract with a sale are people who are looking for good value. They want quality, and they want to know that they got it for an unusually reasonable price. So, one of the keys to setting a sale is making it clear what your original price is.
Comparing sale pricing against original pricing is valuable to you. 1) The customer sees what an unusually good deal they are getting, which is more likely to motivate this type of customer to buy. 2) You are making it clear that the original price is the actual value. Your offering isn’t “cheap” – it’s on a temporary discount. You can feel comfortable to go back to that price when the sale is over.