In the book "The Armchair Economist" the author recalled how his grocery store would compare its sales items with identical items not on sale at its rival. IIRC, he stated how they'd proclaim how much you could save each week shopping there instead of the rival store. Of course this week your store beats the competition with X savings on apples and next week you can claim Y savings with oranges. However, that first week your rival may have beaten you on oranges and the next week they're kicking your butt on apples. Wow! Your on-sale price is beater than your rival's regular price? I'd sure hope it would or else it's not much of a sale. I'm not shilling for the book, but that chapter is priceless (no pun intended).