When did orange become the new sale colour?

Sale sign, Banana Republic, Pacific Centre, Vancouver, BC

Sale sign, Banana Republic, Pacific Centre, Vancouver, BC

Sale sign, RW and Co., Pacific Centre, Vancouver, BC

I was in Pacific Centre last week and saw two store with orange sale signs in their front windows. Red used to be the colour that most retailer used to indicate that items were on sale. But in the past year or so orange has become a much more popular colour among retail brands.

In banking orange is the colour of Tangerine, formerly ING, and also the colour of Joe Fresh.

But among the traditionalists, both retailers and consumers, I think that we will continue to see red as the colour associated with sales.