A lowering in price or value
If you don't feel right with that method, then you can always ask for an additional markdown on clearance items.
Either the markdown isn't as impressive as it looked at first glance, or the product itself might not be worth the price - even on sale.
The idea is to find quality at markdown prices.
Keep in mind, that the longer the markdown continues, the slimmer the selection of merchandise becomes.
Some stores will tell loyal customers when an item might be marked down, but others find it more prudent to suggest that a final markdown isn't likely.