When I walked through Coles the other day I shocked how many of those 30/40/50% off signs there were. I think you're right about long term strategy, it's normalising the higher price.

Same with their whole "dropped and locked" promo.

Soda water, which I buy regularly was "dropped and locked". 75c at the start of this year, now $1.10.

Our washing liquid, $21 at start of year, now $32.

No Aldi is Tas, either.

Thanks for reminding me about Choice. I haven't looked at it in long time.