Put it this way. They are not going to lose you as a customer because of that. They are going to lose you as an 85% off customer, who is virtually worthless to a retailer. If they ever decide that they need to liquidate stock, you will still be there, since you are price motivated. They would much rather cultivate the customers at full price or even at 30% discount, since those customers tend to be more loyal for a lower discount and better service.
I`m only an 85% percent customer when it comes to stocks that don`t sell, however as a customer of three years, I have bought numerous items at 30-50% which a have a high percentage of selling out like slp items. It's almost impossible to expect consumers to not be price oriented when there are so many e-retailors with extravagant sales and discount stores everywhere. The only way you get full price customers is if they are green in this market or have a higher income than most individuals.