Price reductions during sales typically occur twice a year:

• from 3 January (or 2 January if 3 January falls on a Sunday) to 31 January, and
• from 1 July (or 30 June if 1 July falls on a Sunday) to 31 July.

During the sales period, goods that are discounted must actually be sold at a lower price. A price reduction advertisement must be authentic and not misleading.

Traders may not artificially raise prices just before the sales period and then claim to offer a discount. The business is required to disclose the lowest price applied during a 30-day period before the price reduction. The price during the sales must be lower than that lowest price.