(KMGH-TV) A CALL7 hidden-camera investigation finds the discounts at one major national retailer may not be as significant as shoppers would think, after finding prices on tags were marked up so the item can then be placed on “sale.”

When it comes to shopping, everyone loves a bargain. And at “jcpenney” employees say, if shoppers want a sale, that’s exactly what they’ll get. (The chain has adopted an all-lowercase jcpenney logo).

“Here at the store, we call it a drug! They always look for the signs that say sale,” one sales associate told CALL7 Investigators.

“People like their coupons. They like knowing something has been marked down,” another sales associate said.

But when CALL7 Investigators took a closer look at the mark-downs at jcpenney stores across the Denver metro area, as we peeled back sticker after sticker, we were surprised at what we found.

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