Who pays full price on furniture?

I couldn't help but wonder with the huge number of discount furniture stores out there and the ability to even shop online who actually pays full price for furniture anymore. Which then of course leads to thinking about what is really full price, but it is easier than ever before to compare prices to be able to know what the average price of the same or a similar item is which does lead to savings.

Not long ago we were looking for a simple futon, the variation in the price for a very similar item was surprising with some appearing to be less but did not include the mattress. I managed to find one that was not only the best price but the best price for the quality of mattress we wanted. Then of course one of my daughter's borrowed it, but if I need to buy another one? I know where to go...