discount.

To sell at a reduced price.

Sales were slow even after the shop discounted the product.

To deduct from an account, debt, charge, etc.

Merchants sometimes discount five or six per cent for prompt payment of bills.

To disregard or regard as unimportant.

Owing to his reputation, they discounted his comments.

To lend money upon, deducting the discount or allowance for interest.

The banks discount notes and bills of exchange.

The company's directors were chagrined to learn that banks were suddenly refusing to discount its notes.

To take into consideration beforehand; to anticipate and form conclusions concerning (an event).

The market has dropped, discounting changes in interest rates.

To believe, or act as though one believes, that one's own feelings are more important than the reality of a situation.

A reduction in price.

For the summer sale, there was 40% discount in all the stores at the mall.

This store offers discounts on all its wares. That store specializes in discount wares, too.

A deduction made for interest, in advancing money upon, or purchasing, a bill or note not due; payment in advance of interest upon money.

The rate of interest charged in discounting.

A lack or shortcoming.

The act of one who believes, or act as though they believe, that their own feelings are more important than the reality of a situation.

Specializing in selling goods at reduced prices.

If you're looking for cheap clothes, there's a discount clothier around the corner.