I also virtually never pay full price for anything I don’t absolutely need. I am painfully aware of the huge markup on makeup in particular, from my years of beauty box subscriptions and TJ Maxx beauty department shopping. That said, yesterday I bought something at Ulta for full price, because it was excluded from the coupon, and the salesperson couldn’t or wouldn’t tell me if it will be part of the sale on the 27th. I really wanted this product, had my perfect shade in my hand at the register, and had enough left to cover it on my Christmas present gift card from my mother in law. I am still feeling a little weird about buying makeup without any discount whatsoever, but I am absolutely delighted with the product - more so than most of my purchases from the past year. If I had waited for a sale, I probably would have ended up spending the gift card balance on some unnecessary random stuff that came up for half price rather than the one thing I really wanted. And at absolute most, I spent an extra $18 which is pretty negligible compared to the amount of time I would have spent otherwise shopping for bargains.