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The sales are continuous at Lowe’s. Probably other stores too, but I can say that I worked for Lowe’s for about 15 months and during that time we always had a sale going.
It’s a ruse to provide an artificial sense of urgency. One sale would end say 1/13 and on 1/14 we’d take down all the signage from that sale and put up the signage got the next sale.
We are all terrible at applying statistics, it is incongruent with the way our intuition works. It takes intentional consideration plus math and understanding to consider things statistically, much harder than the immediate intuitive answers our brains give us. The worst part is sometimes those intuitive answers are dead on, sometimes they totally miss the mark, and we have no way of knowing which is which without doing the hard work to evaluate the situation statistically.
The boom Thinking Fast and Slow covers this in great detail and provides some guidance on how to manage it.