This is what your big discount means.

Here is how it is done ladies and gentlemen. This is a holiday ad for JC Penney that appeared in the December 16th, 2007 issue of Parade magazine. It was 4 pages and had discounts ranging from 40% for the Moissonite jewelry above to 60% off all gold. Here is the kicker. I have included a big white arrow to draw your attention to one part of the ad. The DISCLAIMER stuff.
I quoted this part: "Percentages off regular prices as shown. 'Regular' prices reflect offering prices which may not have resulted in actual sales. Regular prices may not have been in effect during the past 90 days or in all trade areas."
Okay - By JC Penney's own admission in writing the listed "regular" price are prices "which may not have resulted in actual sales" - what that means is that no one has paid $1,000 for the ring they are selling at 40% off for only $600.
Then they go on to admit that "regular prices may not have been in effect during the past 90 days". So do they put the "regular" prices on the items the night before the alleged sale?? Do they put them on the same day?
So the big savings of 40% to 60% off really means nothing and they actually admit that in the advertisement. Interesting that their admissions come in type size that is 1/10th the size of the type size used to promote the 40% to 60% off.
The ad tells you that no one really purchased anything at the regular price and furthermore that the regular price might not even have been used or referred to during the past 90 days. This type of sale and advertising is a big warm pile of horse pooh. What it really means is that the gold chain you paid $400 for was never sold for the regular price of $1,000 and might not even have ever been tagged at $1,000 in the last 3 months.
JC Penney is probably rolling over in his grave. He took great pride in ethical business practices and I doubt he would have ever stooped to this kind of legalese double talk.
Ladies and gentlemen, gold and diamonds are publicly traded commodities. Gold is sold by weight and always has been. Stores with huge overhead like Penneys et al cannot keep their doors open by truly discounting all their jewelry 40% or 60% - it cannot be done and they basically admit to that in their disclaimer.