Oh, yes, it's crazy.
I am still shopping AT but they will do 40% one week and 50% the next, sweaters one day and total purchase the next, suiting only sometimes, then "sale items" are true small markdowns and they put those at 40, 50, to 60% off! And many items and some colors are online-only with no free shipping, so it lures you into adding things on because the minimum is $175, so the better the sale, the less likely to hit the minimum! And then if the discount of the week goes down another 10%, it would have paid for the shipping to just get a single item!
It really makes you focus on whether you really need something, regardless of the price, and also, what things might be year-round staples vs. need to wear in the current season. Almost like coming back around to year-end sales--if it wasn't worth it this season, either it's not that great or it's so classic that I identify something that I don't need this year but think has good longevity and it'll be fun to get on deep discount or just live without it.
I had put several things in my cart and could have hit the button on 50% and 60% off when it just hit me, I don't need any of this.
BUT I think if you get comfortable with what you know they're doing, you can time a few purchases correctly, and you can ask yourself, can I live with it at 30% off or is it something that I'll forego until or unless it's 50% (or whatever). I can never worry about getting the lowest price, though or it would drive me crazy.