A user on Reddit has compared some of the prices on items before Boxing Day (via Google cache) and during Boxing Day sales at PB Tech.
They cite a couple of examples where the price went up:
Intel NEW Haswell Unlocked Core i7-4790K 4.0GHz 8MB LGA1150 Unlocked Processor
Current Boxing Day Price: $484.15
Price (25/12): $483
Crucial 8GB DESKTOP DDR3 1600Mhz DIMM 240pin Non ECC PC3-12800 Desktop RAM
Current Boxing Day Price: $96.60
Price (25/12): $95.45
They also cited a number of examples where the price was the same.
ASRock H81M-HDS Socket 1150 Intel H81 Chipset,mATX,2 X DDR3 DIMM, VGA/HDMI/DVI, SATA3, USB3(Front & Back), Gigabit Lan sells for $72.45 in their current Boxing Day sale however they were selling it for $74.75 on December 21.
Users in the Reddit thread are calling for blood from PB Tech but is the company obliged to price their items lower in a Boxing Day sale?
The Commerce Commision's fact sheet on pricing states:
All sales, however, imply that a lower price than usual is being charged. Any goods or services a business promotes as part of a sale must be priced below normal levels.
They also reference specials:
Businesses advertising "special offers" or "specials" must be offering something genuinely special - such as lower prices or additional features - or they risk misleading consumers.
The statements are vague and don't specifically address sales where some prices increase, some prices decrease and some stay the same.
Is this a regulatory matter or is the onus on the consumer to be more savvy? A smart consumer could track prices via techniques such as Google cache. Using price comparison sites can also help you find the best prices. The biggest lesson here is that a sale doesn't equate to a bargain.
Via Reddit
What I find more interesting is that they change the RRP… now that is dirty!