No one likes paying retail.
The retail price is the starting point. You find out what something retails for and then you try to get it cheaper than that. The cheaper the better.
Paying retail is for amateurs. It’s paying the maximum. Why pay the maximum? Shop around, source deals, hunt for vouchers and discount codes. Add it to your basket and wait. Wait for the price you are willing to pay. Wait however long it takes. Prime day, Black Friday, Cyber Monday, Bank holiday or Boxing Day sales. Just wait.
Everybody loves a bargain.