For The Love Of Port

I got this email today and these were some of the wines listed with their original cost and the reduced sale price.

Original price is first, Sale price is second

1984 Chappelet Cabernet Sauvignon $20.96 $20.00

1980 Chappelet Cabernet Sauvignon $20.96 $20.00

Uh, .96 cents off, not exactly what I'd call a sale price

My local grocery store does that all the time. I'm presuming the theory is that people see the sale sign and grab the item, not realizing that they are only saving 10 or 20 cents.