I think they sneak in the price hike by first putting it on sale. When my kids were growing up they would say, "Mommy, but it is 50% off." I would always say it depends on what the original price is before you know if you are getting a good deal.
It's so easy not to do the math and to just go by 40% off this or that. Now, I have been doing the math prior and figuring out what the price will be at the check out stand. Just like with other things we are going to have to be pickier when purchasing fabric. :-D