If you could buy the same quality product at a cheaper price than all your friends and colleagues were paying, wouldn't you do it? You can when it comes to your vacation destination. Sure, you can visit Santorini, Greece in August when the streets are teeming with tourists, but the prices are high and the temperatures are hot. Or you can have the white-washed buildings beside the Mediterranean practically all to yourself by simply waiting until early fall when the weather is mild and the demand is low. It's a no-brainer.
Even if you're not headed to such a premier destination, you can apply the same principle. Purchasing plane tickets for flights that depart on a Tuesday or a Thursday -- regardless of destination -- will save you some dough [source: Sumner]. And really, Big Sur looks no different on Saturday than Thursday, and the Florida Keys will still be there whether you arrive Friday night or Tuesday morning. It's a supply and demand issue, not an issue of quality. Take advantage of it.