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Can someone explain to me how "on special" deals work

Example, laptop - normally $995, on sale now for $499. Save $496
My understanding is that businesses never sell at a loss.
So, selling at $499, they still make money.
Extrapolating this, selling at $995 is purely making a whole lot of profit.
This example is offered by a long running business that will not be closing down anytime in the next few years. The business has a multi million dollar turn over. So they are not selling at cost to have short term bulk cash.
Is this what is called treating customers with contempt?
I notice supermarkets putting up the price of an item by 40% then the next week have the item at the price is was the previous week and claim that the customer is saving 40%.
A special that is not a special.
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OldBrit · 61-69, M
Most retail is 100% markup. Ie something they sell at £500 cost them £250.

That's not true for high vol consumer goods but say electrical goods, furniture, jewellery etc

Retail is expensive. High rent, high taxes like rates in UK, high running costs electric, heating etc and of course staff costs. You look in a shop when say 3 assistants you're looking at probably more than £50-£60 am hour just to be there. So what £600 to £700 a day income just to break even.