I feel that way too, Laura and Angie. Especially if it is a little store. There is a little store that I go to and I never pay with credit cards because it is another 5% off the bottom line for them. I also buy a lot full price ( within my means ) - for many reasons, one being that I don't enjoy the hunt of shopping. The other is that , personally, I feel there needs to be a balance : if we want to earn well, we need to pay well.
However, I look at discounts this way : it isn't just price. The items take up space and time to maintain. If you have merchandise coming in, you need space. If you don't
"sell" it to a customer, then you give it away or throw it away - at the same loss. At least a good sale builds something that is priceless : goodwill with your customers. So they do get something. Additionally, the hope is that while you are at the store, maybe you will browse and buy something else too.
So Laura, I get your guilt because, like Angie, I feel a certain responsibility and obligation to keep a place I like going by being fair to them. I want fairness from my merchandisers and in return, I will do my best to be a fair customer.
Yet this deal was offered to you very freely with the intent of building goodwill, I am positive of that. So take it as a gesture and don't feel bad about it. What I don't like is bullying a business into a bad deal - I don't think anyone here would do that. In the end, these businesses need to have a good plan and run their business well, and if they don't, there is little that you and I can do.
ENJOY YOUR PURCHASE !!!!
PS - neither I nor anyone in my family owns a store ; )