Article courtesy of Business Insider, written by Mallory Schlossberg.
The retail industry is struggling.
Last month, many companies, from Gap Inc. to Macy's to Nordstrom reported dismal earnings.
One reason is that they've trained consumers to shop on sale.
Macy's has blamed many reasons for its nosediving sales, from unseasonal weather to a drop in tourist traffic. Both may be true, but a walk around the store's flagship in Herald Square in New York City proved that the company may be trapped in a vicious cycle.