Such price inflation would be illegal in the European Union, as what can be advertised as a &quot;sale&quot; is regulated by consumer law, and raising prices in the previous weeks is forbidden.<p>Nevertheless, that doesn&#x27;t mean that it won&#x27;t be done; the appeal of marketing tricks is too strong for many businesses, because psychology trumps buyer&#x27;s rational consideration in the aggregate and thus these practices pay for themselves against any possible sanction.<p>(If it didn&#x27;t work, the art of advertising would look completely different).