The trend in the last 25 years has been to 'unbundle' costs and let the purchaser make the choice. Amusingly, this often leads to more being spent. Further, it does not always drive down the primary (striking) price. A good friend of mine works in the UK funeral trade. Across these 25 years, everyone has had to provide a detailed cost breakdown with a written estimate. Yet - funeral costs continue to rise well above inflation!
I have no difficulty in not shopping at airports but I do enjoy looking at the stuff to see what might interest me in the High Street / online at a proper price. Sometimes I see a promotion that brings an item down to the right price. When I went through FRA in March, I saw exactly the gift I needed for friends (original Sachertorte) and happily paid the price. They were highly delighted.