Remember when people were willing to pay full price for stuff? Remembering when paying full price for an HD television, set of golf clubs, or pair of shades was completely normal? That was before the internet.

Ah yes, a joke. But there’s truth in jest. Access to the internet has led to an explosion of choice for consumers. Invariably, you have one way to beat your competition: price.

And it’s starting to bleed over into our offline shopping culture.

That’s a supercut of shopping madness during Black Friday, a traditional day of discounts in the USA.

Obviously that video is a collection of the worst America has to offer (i.e. the worst of the worst), but the point stands. No one is willing to pay full price for anything, anymore. And that’s especially the case with big ticket items, like cars, HD TVs, and laptops.

The only guaranteed way to survive online is to beat your competitor on price, and then present that saving as a massive discount to the consumer.

One company killing it in that field is 7days.co.za. Their goal is always to get a price below the lowest listing they can find for the same car. If they get the price, they list it on their site. They won’t list a car on their site if it isn’t the lowest listed price for that vehicle in South Africa.

Recent deals have pegged luxury sedans for R50,000 less.

What does this mean for the likes of you and me, the consumers? Drink up, friends. Prices have never been this low. You just need to know where to surf.

Check out 7days.co.za here.