Sale! Save nothing! Or, why you should read beyond the exclamation points

The red and yellow tags at the grocery store shout their messages from the shelves:

“Temporary Price Reduction!”

The price is printed in bold, black letters on a yellow background.

In smaller print below, the actual savings lurks. Sometimes, the actual savings really is an actual savings. Other times, as my son pointed out the other day, the actual savings is zero.

Give the store credit for doing the math correctly.

But about that sticker …

Buyer, beware the exclamation point.

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