It also works in reverse...our JoAnns match the coupons and the sales flyers for the same products as Hancocks.
I had a Hancock sales flyer in my hand while shoppimng at Joanns and pointed to the fleece that was on sale and JoAnns matched their price.
There are a lot of retail stores that do that, it is an unwritten clause and unadvertised. Everyone knows that Walmart and Best Buy does that but there are others.
Billy