Pretty sure that is illegal in the UK. If a business is advertising a sale, they have to follow certain regulations, which include actually having discounts aga

Pretty sure that is illegal in the UK. If a business is advertising a sale, they have to follow certain regulations, which include actually having discounts against a previous price which was in place for a period of time. It's not without perverse effects though. Often you see price increases in October/November so that a discount can be advertised in December, but it's just the same as or barely-discounted from the September price.