How to Negotiate the Best Retail Price: Baylor Expert Shares 11 Tips

Oct 22, 2018

6 min

Emily Hunter, Ph.D.

Confidence in retail negotiations can lead to confidence in salary talks as well, management expert says


In today’s retail climate, where stores struggle to keep up with online competition and customers can compare prices with the ease of their smartphones, the price tag is just a starting point for negotiations, said a negotiation expert at Baylor University.


“No longer do you need to pay sticker price for everything you buy. The customer is now empowered to have a say in pricing, and even hourly retail workers are often empowered to give price discounts when requested,” said Emily Hunter, Ph.D., associate professor of management in Baylor University’s Hankamer School of Business, and an expert in negotiation and conflict management.


Hunter said negotiations – whether in a retail setting or in the workplace – require confidence.


“Many people are hesitant to negotiate because they don’t know how or they are worried about the other person’s reaction (Will they think I’m greedy?),” she said. “But practice can increase your confidence in your ability to negotiate. Rejection is less common than you fear, and retail stores especially are often willing to work with you.”


She offered the following tips to increase the chances of greater deals at the check-out counter.


Be nice.


First and foremost, always be kind and polite when asking for a discount in retail settings, Hunter said. You are much more likely to be successful if someone wants to help you out, as opposed to demanding a discount or raising your voice to puff up your sense of power. It’s not a power play. Instead, negotiating is a matter of give-and-take.


Find defects.


It is easier to negotiate an item if you can find something wrong with it. Most stores have a policy in place that allows cashiers and salespeople to offer a moderate discount (typically 10-15 percent), but when they offer it, be persistent and politely try to push them for more.


“I’ve negotiated a rug because it was on the sales floor and had frayed edges, a metal cabinet with a dent in the back (Who will ever see that? It’s in the back!), and clothing with a slight stain,” Hunter said. “Point out the defect to the person you are negotiating with and ask for half off.”


Look for mark-downs.


If an item is marked down or “open-box,” then ask for further discounts, Hunter advised. Remember, the store already acknowledged that the item is worth less than original price and they are likely desperate to be rid of it quickly.


“Borrow” a coupon during check-out.


When making a purchase, Hunter said she is often asked the question: “Do you have a coupon?” Instead of saying no, she said it might save some money to consider another reply.


“Whenever I’m asked this question at check-out, I reply, ‘No, do you have one I could use?’ This works more often than you might think and can result in sweet savings. No clipping required,” she said.


Prepare yourself – quickly.


When you see an item that could be a good opportunity to negotiate, Hunter said it’s best to prepare quickly with three steps. First, set a strong goal for yourself, usually in the form of a steep discount you will request. Second, set a “redline” price, the highest price you are willing to pay. Third, consider your best alternative – which might be purchasing the same item online for less – if negotiations fail.


Find a BATNA.


“In negotiation lingo, we call your best alternative your BATNA – Best Alternative to a Negotiated Agreement,” Hunter said. “In retail, it’s extremely important to shop around both at other stores and online to see if the same or a similar item is offered elsewhere for less. This can be your bargaining chip to ask for a discount.”

She explained that most big-box stores now have a price-matching policy, but it’s worth trying to go beyond the price match and ask for an additional 10 percent discount, particularly if you agree to purchase at that moment.


“Think about it from the store’s perspective,” she said. “They want to keep you from buying from major online retailers, so they might agree to a discount.”


Ask for a higher discount than you’re seeking.


Let’s say you’re seeking $200 off the price of a refrigerator. Hunter said it’s not wise to start your negotiation by asking for $200 off, because you are almost guaranteed to get less than that.


“In negotiations, both sides expect some give-and-take, and the retailer is unlikely to accept your first offer,” she said. “Start by asking for $500 off the fridge and see what they say. Even better, back up your offer by pointing out a defect, a cheaper price online for the same product or evidence of a sale at the same store that just ended.”


Pretend you own the business.


Think from the seller’s perspective, Hunter advised. Consider what the seller wants from you, the customer.


Besides the obvious answer of higher sales and profit, simply offering to write a review online could be very helpful, especially for small businesses.


“I once got a great deal on a tool cabinet because I offered to write a positive review on the customer experience survey (you know, the one you get on your receipt that few people fill out?). The manager said that would be wonderful because his store performance is assessed partly based on those customer surveys and he really needed a good review that quarter,” Hunter said.


Always negotiate furniture.


Hunter said the markup on furniture is often extremely high, as much as 80 percent, and that makes furniture a target for negotiation.


“I always negotiate when buying everything from mattresses to sofas to end tables,” she said. “Ask for big discounts at first, as you never know how desperate they are to rotate their stock. And try asking for steeper discounts if you buy multiple pieces, or buying a sofa set and getting the coffee table thrown in for free.”


Choose your opponent wisely.


When you choose to negotiate, make sure you’re dealing with the people who can make the decisions, Hunter said. Sometimes the clerks on the floor might not be the best option, so jump straight to the cashier or the manager to work with someone who has the authority to make a pricing decision.


Remember the ultimate goal. 


Negotiation is not just about saving a few dollars, Hunter said. Instead, it’s about building negotiating skills.


“Negotiating in retail settings can be a helpful practice to build your confidence to negotiate more important items such as salary and work projects,” she said. “While negotiating salary and other relationship-based issues at work differs quite a bit from the strategies described here, the first step is having the confidence to ask.”


ABOUT EMILY HUNTER, PH.D.

Emily Hunter, Ph.D., associate professor of management in Baylor University's Hankamer School of Business, teaches negotiation and conflict management. Her research on employee work-family issues, workday breaks and deviant behavior has appeared in academic journals such as Journal of Applied PsychologyJournal of Management and Journal of Organizational Behavior. She is also the co-author of "Organized Innovation: A Blueprint for Renewing America's Prosperity."


ABOUT BAYLOR UNIVERSITY

Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.


ABOUT BAYLOR’S HANKAMER SCHOOL OF BUSINESS

Baylor University’s Hankamer School of Business provides a rigorous academic experience, consisting of classroom and hands-on learning, guided by Christian commitment and a global perspective. Recognized nationally for several programs, including Entrepreneurship and Accounting, the school offers 24 undergraduate and 13 graduate areas of study. Visit www.baylor.edu/businessand follow on Twitter at twitter.com/Baylor_Business.


Connect with:
Emily Hunter, Ph.D.

Emily Hunter, Ph.D.

Professor; Department Chair of Management, Hankamer School of Business

Negotiation & conflict management expert, revolutionizing the fundamentals of workplace psychology

Management and LeadershipWorkday BreaksWork-Life-Family Balance
Powered by

You might also like...

Check out some other posts from Baylor University

Hunter-Gatherer ‘Egalitarianism’ Is More Complicated Than We Thought featured image

4 min

Hunter-Gatherer ‘Egalitarianism’ Is More Complicated Than We Thought

Hunter-gatherer societies are often portrayed as models of equality, cooperation and selfless food-sharing. However, Baylor University anthropologist Duncan N.E. Stibbard-Hawkes, Ph.D., and an interdisciplinary team of researchers have found that this familiar picture oversimplifies how egalitarianism actually functions in everyday life. Their research, published in the journal PNAS Nexus, examined the Hadza, a contemporary hunter-gatherer population in Tanzania, and found that relatively equal outcomes are often maintained not only by altruism, but through social pressure and what anthropologists call “demand sharing.” In a previous study, Stibbard Hawkes and co-author Chris von Rueden, Ph.D., professor of Leadership Studies at the University of Richmond, conducted a wide-ranging review of hunter-gatherer populations that are typically characterized by equality. They found that, although many of these societies did “function with relative equality, even the most egalitarian hunter-gatherer groups display inequality in one area or another.” To further understand this, Stibbard Hawkes and the research team tested their ideas of egalitarianism through a behavioral economic experiment employing a give-and-take behavioral economy game with Hadza participants. “We find that equality was achieved only under conditions of disadvantageous inequality – where the person playing the game had less than others – suggesting that taking is more important in achieving redistributive equality than giving,” Stibbard Hawkes said. “This mirrors real life – if someone has too much, there’s often a lot of demanding shares from other people.” “Looking at the actual motivations and mechanisms of redistribution and limiting power gives us a more realistic approach and a clearer view of what egalitarianism actually is." - D. Stibbard Hawkes, Ph.D. Behavioral economy games Many anthropologists and ethnographers investigate fairness in societies by employing behavioral economic games, such as the “dictator game.” By giving participants an endowment of tokens, researchers can understand how equality ideals function within that group based on how individuals keep or give away the tokens, Stibbard Hawkes said. “When you play these economic games, people are often more selfish in hunter-gatherer societies than they are in America or Europe,” Stibbard Hawkes said. “Which is surprising because these societies are well known for being egalitarian.” To better reflect real-world Hadza food-sharing practices, Stibbard Hawkes and team redesigned the experiment so participants could take resources as well as give them – and the results changed dramatically. “We changed the rules of these economic games and ended up with equality – but only in the condition where people could take from other people,” he said. “That resulted in a relatively equitable distribution.” Only 40.9% of participants shared when they had more food than others, while 30% claimed additional items. When starting with fewer resources, 58.8% took from their partner – often beyond what was necessary for balance. Across both conditions, taking everything was the most common behavior. Importantly, the motivations behind those outcomes were not always idealistic. “Though we saw a lot of generosity, the individual motivations underlying this equality were actually often quite self‑interested,” Stibbard Hawkes said. Equality without altruism Rather than reflecting an intrinsic desire to be fair, Hadza sharing behavior reflects asymmetric incentives and immediate needs. “If I have a big pile of food and I’m not sharing it,” Stibbard-Hawkes explained, “the people around me are going to say, ‘No, you need to share this, and you’re going to give this to me.’ And, when everyone does this, the result is equality.” He emphasized that these interactions are often personal and direct. “It’s not just a societal expectation,” he said. “It’ll often be a direct dyadic interaction. Someone in the room next to you might be like, ‘Well, you’ve got a lot – you should give me some.’” How egalitarianism works Hunter-gatherer societies have long been used to help explain humanity’s evolutionary history. But Stibbard-Hawkes said popular writing often turns these societies into an idealized moral example. “When this gets roughly translated into popular science books,” Stibbard Hawkes said, “the idea is very much like we lived in this Edenic garden of freedom and plenty where everything was good and there were no difficulties.” That framing, he said, misses how egalitarianism is actually maintained. “Egalitarian societies exist – they’re not mythical,” Stibbard Hawkes said. “But if you actually look at the mechanics of how egalitarianism and relative political equality are maintained, it’s often people who are arguing, demanding shares and even insulting people who have too much.” Market integration and changing norms The study also found that Hadza individuals with greater exposure over the last decade to Tanzania’s broader market economy and farming were slightly more accepting of unequal outcomes. “These are things with a very different resource base, and what I'm finding is that – while traditionally forage foods like hunted meats, people expect sharing – when you ask people about cash or grain, their notions of what should be shared are very different,” Stibbard Hawkes said. Egalitarianism is not a myth Egalitarianism is not a myth—but it is often misunderstood. Generosity is not uncommon – but nor are people in egalitarian societies uniquely altruistic. Rather than arising from innate altruism or a lost utopia, equality in hunter-gatherer societies is actively produced through social pressure, negotiation and demands that limit accumulation and power. “Looking at the actual motivations and mechanisms of redistribution and limiting power gives us a more realistic approach and a clearer view of what egalitarianism actually is,” Stibbard Hawkes said.

National Cancer Research Month: Baylor Researchers at Forefront of New Discoveries featured image

2 min

National Cancer Research Month: Baylor Researchers at Forefront of New Discoveries

May is National Cancer Research Month, which highlights the importance of lifesaving research to the millions of people around the world affected by cancer. Thanks to spectacular advances made by cancer researchers, approximately 18.6 million people in the United States and millions more worldwide are living with, through and beyond their disease. Over the past year, Baylor University Media and Public Relations has reported on Baylor research at the forefront of discovering novel approaches to effective cancer therapies. University researchers are using tumor starvation techniques, natural products, phages, modified bacteria, precision nutrition and more in their trailblazing work on some of the most aggressive cancers, including kidney, pancreatic, oral, colorectal and breast cancers. In a recent article published by the University, it featured the hard work and research of eight Baylor experts driving those discoveries forward: • Kevin G. Pinney is developing a next-generation treatment for kidney cancer that targets the blood vessels feeding tumors. His research focuses on specialized drug conjugates designed to cut off oxygen and nutrients to renal cell carcinoma tumors — essentially starving cancer cells to death. • Daniel Romo is accelerating new therapies for pancreatic cancer using compounds derived from marine natural products. His work on a simplified version of pateamine A could offer a new therapeutic pathway for pancreatic ductal adenocarcinoma, one of the most aggressive and difficult-to-treat cancers. • Joseph Taube is investigating how breast cancers spread and resist treatment. His recent work examines whether a natural compound called Ophiobolin A can trigger inflammatory forms of cancer cell death that may work alongside immunotherapy — particularly in treatment-resistant triple-negative breast cancers. • Leigh Greathouse is combining cancer biology, nutrition science, and AI to personalize cancer prevention and treatment strategies. Her research explores how diet and the gut microbiome influence cancer outcomes and survivorship. • Michael S. VanNieuwenhze is leading groundbreaking colorectal cancer research using modified bacteria to deliver cancer-killing proteins directly into tumor cells. His team is engineering Listeria monocytogenes as a targeted therapeutic delivery system. • Aaron Wright is helping lead a major ARPA-H initiative exploring the use of bacteriophages — viruses that attack bacteria — to reshape the human microbiome and improve health. The project could eventually help prevent diseases linked to oral and colorectal cancers through low-cost phage-based treatments. • Savannah Rauschendorfer is researching how exercise interventions may reduce the harmful cardiac side effects of chemotherapy in adolescent and young adult cancer patients. Her work aims to identify patients at risk of cardiotoxicity earlier and improve long-term survivorship outcomes. • Jonathan Kelber studies the cellular and molecular mechanisms behind aggressive breast and pancreatic cancers. Through his Developmental Oncogene Laboratory, Kelber investigates how cancer cells evolve during tumor progression and tissue regeneration. Together, these researchers showcase how cancer science is rapidly evolving beyond traditional treatments – integrating biology, chemistry, nutrition, exercise science, microbiome research, and artificial intelligence in the search for more effective and personalized therapies.

Expert Perspective: Race and Representation Take Center Stage in Texas’ Democratic U.S. Senate Primary featured image

1 min

Expert Perspective: Race and Representation Take Center Stage in Texas’ Democratic U.S. Senate Primary

As Texas Democrats head toward a competitive 2026 U.S. Senate primary, conversations about race and representation are playing a visible role in the campaign. In a recent Spectrum News segment, Baylor University political analyst Dr. Mia Moody discusses how racial identity, voter perceptions, and candidate messaging are influencing the dynamics of the race. Mia Moody, Ph.D., is a professor and former chair of the Department of Journalism, Public Relations, and New Media in the Baylor University College of Arts & Sciences. She is a nationally recognized expert on mass media and image repair, intersectionality, critical race theory, and the media framing of women and people of color. View her profile The story explores how candidates are navigating issues of representation within a diverse Democratic electorate, and how those discussions could impact turnout and coalition-building ahead of the primary. Watch the full report for expert insight into how race is shaping one of Texas’ most closely watched political contests. The full story is available below:

View all posts