Sometimes "sales" are just the average good deal or can be higher. Just like those items at the end of an aisle in the supermarket, (end cap).
They're not necessarily on sale. I've been in car sales and management for 30 years, worked my way up to partner. Labor day, Memorial day,
4th of July sales are almost never cheaper than the best deal that you can get on any other day. But they have a "reason" to buy then.