Shoppers asking for discounts

I work in a surf shop full time, and for some reason clients are always asking for discounts lmao

Why people do not understand that those does prices in the items are the ones they have to pay? I mean, doesn't hurt to ask for it, but is annoying for the person working there being aked for it all the time, specially when you say no and they even ask why can't we do it, or if we can contact our boss to ask him/her. Sincerely I get annoyed and frustrated with such a thing.

When I go to a place shopping I never ask for it, if I want something I pay it, or if I think it is to expensive I will simply gonna search for better prices elsewhere...

This is one of the reasons I'm tired of working with clients, apart of some even being rude.