I think chasing the discounts may be part of the excitement of shopping for some people. Someone was explaining how Kohl's does things, and it is completely insane, like there is an optimal one-hour window for buying certain things when the Power Hours and Door Busters and various other promotions combine with your double Kohl's Cash to get your Docker's socks for 85% off if you give them an email address.
I don't like to chase down discounts, but I am totally addicted to treasure hunting in thrift stores. When I get a beautiful vintage suit for a few bucks, I feel like the smartest guy ever to put on clothes.
While anecdotal, I can personally confirm this. my wife LOVES shopping for "the deal" -- it's all a game to her. I tease her a lot because there are countless times where she comes home with widgets that we don't immediately need, but were purchased solely because of their discount %.
For her, something at a low price point to begin with appears cheap, however you take that same item and slap a high MSRP on it with a 50% discount down to that same first price point... now we're talking!
All that you need to do is turn it into a real game by having a website which let's you compete against your friends and strangers for who got the "best deals". Turns it into a game that the retailer is bound to be very happy about.
