Is Regular Price the new Regular Strength?

There’s a great comedy skit by Jerry Seinfeld who asks the question what happened to regular strength? All medication comes in Extra Strength – or has he said: “I want the maximum amount allowed — get out enough medicine to kill me and then give me a little bit less than that”. Well heading through the mall a month out, you see pre-Christmas sales already strong.

It makes you wonder is “Sale” the Extra Strength of the retail world? At what point do retailers make regular price redundant? Obviously its against the law to set prices for the product to be sold exclusively at sale price.