Retailer buys at new high’s and sell at new low’s where as Institutions buys new low’s and sell at new high. But when Do you know. This is one of the main reasons why 90% traders fail. Goods are bought and sold at what their perceived value is at the time. The same applies for financial instruments, with the expectation that their price will change in the future and will be bought or sold at differing prices, potentially bringing a profit for traders. One need to develop the skill, where these areas are on a price chart will give you an edge, and allow you to follow the interests of big/smart money through demand supply levels, the real market movers.