You may have noticed discounts ramping up recently. Sales seem to be more frequent, practically turning into all-year events instead of a few days scattered throughout the year. As a result, it is not uncommon for consumers to hold off on buying an item at full price since they can wait a few weeks and get it on sale. This is causing brands to use discounting more to move products. The cycle continues between consumers and brands, expecting discounts and providing discounts until nothing sells for full price ever again. Meanwhile, never-ending sales are wreaking havoc on the environment.