Tactic 23 of 99
The Slashed Price
The crossed-out number is there to make the real one look small.
What it is
“Was $120/€120, now $59/€59.” The crossed-out price is a reference point. It anchors your idea of value high, so the real price feels like a win. Sometimes the old price is real. Often it was charged briefly, or never. That’s why many countries have rules on fake “was” prices, and why consumer watchdogs keep catching shops breaking them.
Spot it
Big percentages. “Was” prices on things that seem to be on sale constantly. Countdown timers next to the discount.
Counter it
Ignore the crossed-out number completely. Ask one question: “Would I pay $79/€79 for this if there were no other number on the page?” Then check two other stores. The only price that matters is the one you’ll pay.