Firstly, I seriously doubt that you managed to track their pricing in your head for the last four years, but be that as it may.
I wasn't referring to that, but rather what happened below.
I had an issue where I came to their store and the Single Malts in the cupboard, did NOT have the price tag showing previous price and also the new, discounted price, in red. Like the "cheaper" stuff on the shelf had.
I took a few bottles to the register and when they rang it up, 1 of the 4 bottles were discounted then and there on the system, but the other 3 were not.
When I asked what is going on, they claimed that those bottles were ALREADY discounted as per the attached price tag.
I refused to accept that and after about 45 minutes and having product managers on the phone etc. they had to discount it "again".
So what I meant was: make sure that you know what it DID cost, before the sale starts.