Do your homework. It's helpful to have a sense of the kind of sales (10 percent, 20 percent, 50 percent) that a store tends to have. Then, if you ask for the sale price, you'll have realistic expectations.

Remember: Money talks. The more you are willing to spend at a store, the more likely you'll be able to persuade a retailer to cut you a pleasing deal. And cash talks even louder: If you can spare the owner the service charge on a credit card, she'll be inclined to pass along some, if not all, of the savings to you.

Find the right person. Whether you're dealing with a salesperson at a clothing boutique or a customer-service rep for a phone company, you can always ask to speak to someone else if you're not satisfied with the price (or with anything else). Sometimes supervisors or managers have the authority to cut deals that other employees don't. And store owners, of course, can do whatever they want.

Inquire about extras. Anything else you can get from a retailer is part of bargaining and shouldn't be taken for granted. Free home delivery? Some extra videotapes with that VCR? A "gift" scarf to go with all those clothes you just bought? Don't hesitate to ask.