Retailers often let customers haggle for lower prices on big-ticket items. A study looked at how consumers decide whether to negotiate and how it affects profits. They found that consumers get about 41% off when they negotiate, but it costs them $28 to start bargaining. Retailers can make more money by reducing these costs. If retailers switch to fixed prices, they lose 37% of profits and customers lose 18% of savings. Not considering these costs can lead to inaccurate estimates of what customers are willing to pay, resulting in millions of dollars in losses.