Thats what happened at Woolworths in UK during the closing down sales. The signs on the window said EVERYTHING 50% OFF but I went and looked around and everything was at normal prices. It amazed me to see people walking around with handfuls of dvd's which where on sale at £5 each but at the shop next door the same dvd's where 3 for £10. If I ever go into retail I will print the word SALE on every item and charge twice as much as other stores!