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Sales timed now work quite well (for retailers) as they get a chance well ahead of the rush to make their product the gift, smooth demand and get an idea of how their christmas is going to go.
I hate Sales. It means we all invite marketing into our lives, filtering it to find bargains rather than paying what we feel things are worth and moving on.
Or are struggling so much that they've had to (temporarily) drop prices before Christmas to try and generate sales.