This is illegal in the EU, they still pulled the same shit here. Let's hope they're fined for it.
The discount must be referenced on the LOWEST price 30 days prior to a sale, not the average.
It’s the lowest that count, not the average. Otherwise you could just put all items at $100k for one hour every night to put the average very high.
And so, instead of a situation where the price, taking into account the fake discount, becomes, on average, a little higher on the day of the sale, we get a situation where... the price, taking into account the fake discount, becomes, on average, a little higher on the day of the sale, and much higher the whole month before that.