I am pretty sure that the store has to honor the price well at least that's what i heard. sorry if i am wrong.
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It actually depends on your countries laws of sale. In the majority if a price is advertises as X then it begin a contact process. In the UK it is a criminal offense to advertise an item incorrectly. However, if it can be shown that the prices was printed in error i.e. by the news paper the seller has not committed any offense. It is also widely understood that a seller does NOT have to sell you the item at the prices stated - They can legally refuse to sell any item to any person. In most cases the seller will for one off occasion sell the item to keep the customer happy. If the advert is wide spread they will take the item off sale so as to stop the financial loss.
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