Recently, while walking through a local store, a shiny new blender marked down from $99 to $59 caught my attention. On the surface, it looked like a great deal!

But a question stopped me in my tracks: “Why exactly am I so ready to believe that this blender’s worth is $99? Just because the store told me? How much is a blender really worth?”

It’s a question that doesn’t cross our minds often. But maybe it should.

Let’s face it. Most of us don’t know the actual cost of manufacturing a blender, delivering it to a shelf, or staffing the store. Or forget blenders, we don’t know the actual cost of any item we purchase—be it a pair of pants, a purse, a car sunshade, or a new set of golf clubs.

We just take the retailer’s word for it.

They tell us that the blender is worth $99, but we can have it today for only $59! Or that this purse usually costs $250, but since it’s on clearance, we can own it for $109. Or for two days only, this Fire TV Stick 4K which is usually $49.99 can be gobbled up for just $22.99.

There are even entire stores dedicated to selling products marked WAY down below “Actual Retail Value.”

Basic economic principles like supply and demand have a role to play in free market pricing, certainly. But it doesn’t end there. In fact, that’s only the tip of the iceberg.

Beneath the surface, there’s an entire tangled web of clever retail strategies and pricing tricks designed to part us with our hard-earned money.

Consider decoy pricing, for instance, where a company offers at least three products: a high-priced one, a low-priced one, and one in the middle. The middle-priced product is supposed to be seen as a “compromise” choice. Customers perceive it as not too expensive, but also not of lower quality, making it the most attractive option.

Then there’s the tactic of anchoring, where a high initial price is set, then ‘slashed’ to create an illusion of value. And don’t forget charm pricing—selling something for $59.99 rather than $60.

Prestige pricing is another trick up the retailer’s sleeve. Here, higher prices are used to convey quality, luxury, or exclusivity. The $300 designer shirt you’re eyeing does more than fulfill your need for clothing—it’s a statement about your style, your status, and your personal brand. Sometimes it’s just priced higher to trick your mind into thinking its higher quality.

But do these retail prices accurately reflect an item’s intrinsic value or its manufacturing cost?

Most often, they do not. These prices are carefully crafted psychological tricks designed to drive consumption, exploiting our desire for value, status, and a good deal.

So, before you’re lured in by that “50% off” tag, clearance rack, or coupon offering $10 off if you spend $50, pause and take a moment.

Ask yourself, is this something you genuinely need? Will it add long-term value to your life, or is it the bright red “sale” sign that’s doing the talking? Is your purchase motivated by a genuine need for the item or is it a knee-jerk response to the retailer’s cunning pricing game?

Remember, if you didn’t need an item before it went on sale, you don’t suddenly need it today just because it’s on a clearance rack. Don’t let a sale tell you what you need.

Last week, Amazon congratulated itself posting its single most profitable day ever and most successful Amazon Prime Day. The two-day event saw consumers splurge an astounding $12.7 billion across the web—a whopping 6.1% jump from a year ago.

Did we really need an additional $12.7 billion in products in our homes? Or was most of the spending driven by perceived bargains and the illusion of savings, rather than an actual need or desire for the products purchased?

If we want to take back control of our resources and lives, it’s time we stop letting price tags and clever retail strategies dictate our buying decisions.

The real worth of an item shouldn’t be dictated by numbers arbitrarily printed on a tag or website. It should be determined by the value it brings to our lives.

And it’s time we, as consumers, adopt a more suspicious eye towards pricing, especially those enticing marked-down prices.

So the next time you see a slashed price on a retail shelf or an online clearance sale, pause for a moment. Look beyond the flashing red sign, beyond the “limited-time offer.” Ask yourself, “I wonder how much that blender is actually worth…”

Start to see the game for what it is and take back control of your consumption.