This holiday season has ushered in a period of peak price-sensitivity. Consumers continue to wonder whether or not we’re in a recession, and while spending is continuing on, there’s certainly an understanding that times are tougher. This exceedingly cost-conscious mindset, paired with the deep discounts occurring to clear out record excess, unwanted inventory, is raising the expectations for daringly low prices. As retailers evolve to keep price-sensitive shoppers satisfied, a variety of dynamic pricing models will become far more common in the market in order to ensure price competition without bottom line erosion.