Sale prices need a memory, not just a bright sticker
A discount is only useful if the "was" price and normal market price make sense. For e-commerce, price history matters as much as the sale badge.
A sale sticker can be useful, but it is not enough on its own. The important question is whether the current price is genuinely strong compared with the product's recent market price and competing retailers.
Which? says its May sales round-up checks actual market prices over six months, sharing average and cheapest-price context rather than relying only on retailer "was" prices. That is the right direction for consumer shopping content.
The same principle applies to everyday e-commerce: a deal should be judged against price history, availability, retailer reliability and product quality - not just the percentage discount.
For CartCompare, the editorial opportunity is to connect live comparison with readable stories: what is moving, where prices differ, and when a "deal" deserves a second look.
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