More and more, I have seen retailers falling into the trap of using markdowns as a pricing strategy. This strategy was on full display over the 2016 holiday season. "Median discounts across top retailers during Thanksgiving weekend increased by 5 percentage points to 16 percentage points over 2015," according to Boomerang Commerce, a provider of retail pricing technology. In addition, Boomerang reported that Target's median discount for products listed on the first page of their black Friday deals page rose an additional 27% from last year to 43%! Walmart's average discount on promoted items rose from 28% to 33%, a whopping 17%! People walk past a Wal-Mart Express store in Richfield, North Carolina, U.S., on Friday, Jan. 15, 2016.