For those outside the UK, DFS is a company that specialises in soft furnishing and its adverts are always about the sale! They never sell anything other than sale items.

I don't know how this works as we have consumer laws that define what a sale is and an item should have been offered at the "normal" price for a particular period of time before it can be genuinely sold at a reduced sale price. I guess there is a special DFS shop somewhere where no one ever buys anything!