See this link for Adorama's "Up to 30% off Sale"

Cameras, Lenses & Accessories Sale

[Wolfeye]

I got this in an email too, I'm on their mailing list. It's hard to detect real sales from inflated prices or "list prices" which are used to show a discount. Nobody buys at list price, so a sale based on that usually comes down to "we want you to believe you're getting a great deal but this is really the same price it has been for months" and a few get sucked in.

[bladerunner6]

The two Pentax lenses listed do appear to be ina real sale.

[SpecialK]

Sales are mostly marketing babble.