In the luggage game "half price" is more like the usual price at most stores. You can check the web and find what the true selling price is if you are getting a name brand. My recollection is that the standard discount at Evex is 40%. The so-called full price is what luggae is marked at when it is not on sale at the department stores and nobody buys it at that price, since something else is on sale. My guess is that the mark-up to the full price is at least four times the cost to the store. When it is on sale the mark-up would be 100%. I have no way to prove this but it would make sense. The one day sales are usually there to encourage shoppers since they are very widely advertised. The best sales are for a lot less than half but then these are probably for undesirable products. One other thing - I bought a very nice set by Skyway - but the carrying handle (for use when the wheels are not out) is turned by 90 degrees from where it should be (the handle should be parallel to the long dimension) - making it impossible to carry for any distance. I never thought to check that out. Since I use the wheels and the long handle most of the time, it is not as big a deal as it could be.