Most companies do this.
Check out Argos for example and their toys/games. See the price before the 3 for 2 sale, and then the price during the sale!
They had lots of availability at the lower price for my preferred dates right up to December. What I am saying is that the base price of €34 shifted to a base price of €38 on commencement of the sale with no reduction on the new €38 price.
Last week I was tracking particular flights to Lisbon and Malaga for November.
The cheapest flight for Lisbon was €34 and the cheapest flight for Malaga was €48.
Today Aer Lingus announced a 30% off sale.
In this sale the Lisbon flights have INCREASED to €38 and the Malaga flights have increased to €51.
They are having a laugh.
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