When it comes to sale season, it all about mind games between the consumer and the supplier. Usually, this takes the form of seductive statements from the supplier that make you want to buy arbitrary things. On the contrary, the consumer has literally every other distribution channel (including the more questionable sources) to compare with. In fact, you probably know someone who goes by the "wait for those incredible savings" mantra, and to that I say: "I'll go get myself some duck à l'orange while you keep waiting for, quite possibly, nothing..."
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