Abstract: A configuration is configured to allow purchase of an item available in an auction. The configuration transmits to a bidder a plurality of bids for use in an auction. Each bid is given a predetermined bid value. The configuration provides for display a selectable interface to place a bid on the item and a selectable interface to purchase the item at the retail price. The configuration receives from the bidder at least one bid on the item. In response to each bid received from the bidder for the item, the configuration reduces the retail price for the item by a value corresponding to the bid value. The configuration then provides for display the reduced retail price in response to each bid received from the bidder for on the item. The bidder can continue with the auction in an attempt to receive the auctioned item at a low cost or may purchase the auction item at a retail price minus the total of the value of bids placed by that bidder.