The idea of great value isn't new. It's the idea of getting a lot and paying a little and it's something that we all find great satisfaction in. Paying less is great and getting more is even better, in fact it's the whole basis of why sales and promotions work. The thing is, what's wrong with getting great value 365 days a year? Why can't we have the lower price every day instead of just some days? We gave this a lot of thought and realised there was no reason at all. We realised that the endless sales and endless deadlines to buy were actually creating less value and not more. Really you say? Yes! Yes, because in order to lower those prices to the sale prices, we found that in the sofa market, it was generally because they were raised higher just before the sale.