Sale! sale! sale!

I have a problem with companies that are constantly having a sale. If everything is constantly on sale doesn't that become the actual price? And coupons? Always with the 20% off coupons. They do it because it works. How much are they paying to advertise? That has to come from somewhere and I find that a lot of times the comes from the quality of the merchandise. I know I have fallen for it. I need something and I see an ad for a sale, I check it out. I have learned to be wary of places where everything is always on sale. "Sale ends this week. Hurry in." Next week or 2 weeks later, same sale.   
I bought some lunchmeat and had a problem with it so I contacted the company and they said they would send me a coupon to replace it. They asked me how much I paid and I told them but I added that was the "sale price" and it was regularly $1 more. They said that the price I paid, the "sale price" is the suggested retail price??? So the store jacks up the price by $1 and then says it is on sale for $1 off???????? I contacted the store with this information and their answer was that the $1 more is because of "regional pricing". WTW!!!!!
At some point we become numb to these sales or we only buy when it is on sale. I know I do that with the drug store. if I don't have a 40% off coupon? A few places are cutting back on their sales and their coupons. I think more should. Stop spending so much on advertising sales and instead lower the prices. Although some sales are for some things and they get you in there hoping you will buy regular priced things as well.
Just be careful and do your homework because a sale is not always a sale.