The main reason people shop at Bed Bath & Beyond may soon be going away. Apparently issuing as many discount coupons and sales as Bed Bath & Beyond does is not a great business practice, because customers quickly learn to not pay full price for anything in the store.

Bed Bath & Beyond recently disclosed its financial troubles to investors, claiming that their customers have become so accustomed to getting discounts on merchandise that they'll happily wait for a coupon or sale instead of paying full price. Given the number of 20% off coupons that regularly arrive to customers via mail and/or email, and the fact that customers can use more than one 20% off coupon at a time, it shouldn't be surprising that this is hurting profits.

While many consumers assumed that Bed Bath & Beyond marked up their prices and used the coupons to bring the price down to normal (and convince customers that they were getting a great deal), it turns out that, in fact, BB&B was selling their items at normal price and then offering these additional discounts. Essentially, it was only a matter of time before their financial struggles caught up.

In the wake of this news, Bed Bath & Beyond has reportedly claimed that they will be cutting back on these coupons, but whether that will be enough to continue their business remains to be seen.