Most companies use the "loss leader scheme". Simply put, this is meant to bring customers into the store. Lean ground beef at cost or below cost; a power drill, plants, flowers, motor oil, etc. Once in store, bingo! Mission accomplished. Most people will buy goods they might otherwise buy elsewhere. The feeling of having received a "deal" allows people to do one stop shopping.
But there is more:
1) Sometimes there is a very limited supply of items on sale.
2) Often they are sold out. But you still needed that drill, so what do you do? You may buy the other drill which is at regular price.
3) Limited selection of loss leaders. A wine store will put 2 wine kits on "loss leader" with a limit of 2 per purchase. What next? You may way Merlot but Chamblaise is on sale. So while you are in the store anyways, you may get the Merlot at the regular price.
4) At Moonshiners, we don't use this practice. All our regular prices
and special prices are posted on our website and most importantly, we take rainchecks if they run out!