I’ve written in the past about mall jewelry stores and how everything that they sell seems to be perpetually on sale for 30%, 50%, or even 70% off the ‘regular’ price. In fact, it got so bad that at one point Zales was inserting a bit of small print into their TV ads admitting that “Original prices may not have resulted in sales.” Well, those dastardly jewelers are back at it… In the runup to Mother’s Day I say a TV ad for some sort of trinket (probably a tennis bracelet — it seems like they’re always hawking tennis bracelets) that was ‘on sale’ for $299. The fine print? In this case they specified a ‘will be’ price, and in “Will be $399.” In other words, as long as they bump the price up at some point in the future (like once they’ve sold out and the item is on backorder) they can get away with calling the current (i.e., regular) price a sale price. As always, buyer beware. Especially when it comes to mall jewelry stores.
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