I used to think discounting would bring customers through my door, but now I believe the opposite may be true. So, I have pretty much stopped advertising discounts that could be compared. Has anyone else taken this approach? Some number of consumers, having consumed the mass marketers' KoolAid, would not believe a smindie could beat their deep-discounted prices anyway -- never mind the reality of it. So, wanting price to no longer be a competitive issue, I just don't mention it in ads. Local consumers know about my store, but they can't find my non-existent discount coupon in the Sunday paper or anywhere else. If I publish a discount less than another's, that alone might put me out of the competition. By not discounting, I might actually avoid being pre-eliminated.