A bit off topic, but I recently bought a warm waterproof jacket from Millets.
It was a "special" sale, 50% off, the "normal" price was £100, so I got it for £50.
Soon after, it was "reduced" from what they said was the "normal" price of £120 to £84.
As I get their emails, I've noticed the price has been going up and down like a yoyo.
Now they are saying the "normal" price is £100 again, and is at 1/2 price again at £50, but with an extra 15% off, so now £42-50.
I no longer trust any of their "normal" prices, and their offers, etc etc.
I originally thought I had a bargain, but now it is £7-50 less.
The OP reminded me of this yoyo pricing.
PS they are the same firm as Blacks, and JD Sports, and also others. Also, they now own the brand Peter Storm, now made in China, so they can actually make the "normal" price anything they like.