Consider how Weber's Law works for a product when it goes on sale. If a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers, she should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount) for shoppers to realize a difference. However, a sports coat that sells for $100 would not benefit from a $2 discount; the retailer would have to mark it down $20 to achieve the same impact.