Sales promotions offer a double-edged sword for businesses. While they can be effective in attracting new customers, boosting volumes, and creating aware- ness, they also risk losing impact over time due to fundamental principles of hu- man price perception. According to Prospect Theory, promotions gradually lose efficiency due to three psychological effects. First, there is an asymmetric effect, where customers perceive a price promotion less as a gain than they perceive a price increase as a loss. Second, promotions suffer from decreasing effectiveness; the pleasure or utility derived from each subsequent promotion diminishes when promotions are frequently repeated. Finally, expectation adjustment occurs as consumers start to anticipate discounted prices, leading them to view full prices unfavourably and potentially weakening brand loyalty. In other words, they are trained to become more price sensitive overtime, and they do seek deals more often.