Yeah it's the same with kids bikes. They've had a 20% off sale on, and the bloody bikes have been the same price for months and some even years! I seen the bike we bought our daughter 2 years ago and it's exactly the same price as what we paid yet they claim it's 20% off.
DFS is another one who seem to have a sale on 365 days a year. I think our sofa that we bought a good 4 years ago is still in there at the same price but advertised as something ridiculous like 50% off!
The majority of all these sales are just one big con!