&gt; Prices fluctuate all the time, sometimes daily, sometimes hourly.<p>Right, the problem comes when the stores inflate prices artificially just before a sale event so that they can display a bigger discount percent on the day of the sale. This in turn makes the consumers think they&#x27;re getting a better deal than they&#x27;re actually getting, it&#x27;s also a bigger incentive for them to spend their money.<p>The problem is that it&#x27;s a fake incentive. While this is not a crime it&#x27;s certainly deceptive and shady.