A 'true' sale is a thing of the past, when Christmas or January Sales brought that little extra discount on a purchase. Its all sales nowadays, for one reason or another. Bit like the price tag of £19.99 instead of £20.00 :O)
Recently I purchased a new television, and within a couple of weeks the price changed an £100 or so with the same retailer and other similar outlets. Glad the credit crunch is beginning to bite, 'Price Matching' 'We can do a deal' 'free extras' are now becoming an acceptable and friendly term, both for the consumer and retailer.