
The idea was to convince people that the picture frames and photo albums and stuff were discounted from some mythical, lurking, terrible "regular" price.
I think it worked pretty well. They sold a lot of picture frames and photo albums and stuff.
Anyway, good luck with your shopping this holiday season. And remember, something is a good price if it means that you'll have money left over after you buy it. Or, after you get up at 4 am and stand in line to buy it. Or whatever crazy stuff you're planning to do.