Is knowing what you want.

Not that something is marked 50% off, but that something you really really want is marked down. That's the best feeling.

I tried on this $500 cashmere dress at the store few months ago. The saleswoman suggested it, and she was right -- it sat beautifully on me, and was a perfect dress to wear to work. But... $500+8%tax for a work dress, no matter how nice, was outside my comfort zone. So I kept checking it online. On pre-Christmas sale it went to 40% off for one day, but I missed the window. Than, after Christmas it finally went down to 50% off, plus extra 15% off sale. Plus, I had 100 gift card. So I got my $500 dress that I wanted (and I still wanted it 3 months later) for $130. Plus, having tried it on, I know it will work and fits great. That particular dress is definitely worth it.

That is the best feeling, getting something you actually wanted, not something that is just a good deal.

I used that strategy with many retailers this season. I decide what I want the most out of the store, and than watch that item during the holidays. That way I get the satisfaction of getting something that was my first choice, for a fraction of the cost. And I know that the sale is not a gimmick.
So I got new Nike flyknit shoe (I run a lot) for half price, some smartwool tights from Athleta, etc...

I can't wait until my package arrives )))))