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The amount being taxed does not stay the same.


When a store has a sale and lowers prices by a percentage their gross sales go up because more people are attracted to the store and they buy more.


If a store just decided to raise prices by a percentage sales may very well go down because people would just stop buying from them.


For stores the key is to find the price that results in the most in gross sales regardless of what percent mark-up it is.


For governments it has been calculated that 17% tax rate results in the most revenue. (sorry I no longer have the link ( and it is based on European countries ) ). 17% earns more revenue than a higher rate and also more revenue than a lower rate. I wish it were no so since I would prefer a tax rate closer to 10%.


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