Now there are constant style updates and SALES! The real thing with all sorts of misleading signs to get you into the store.
In large letters the sign proclaims:
"The end of the end of the year sale. All the store NS29.99"
החל מ- Hecheil mei- STARTING FROM-
That's right. It means that the lowest price in the store is --, and there will be items which cost more, most probably lots more. Other stores have signs with a variety of prices, proclaiming that these are the prices items will cost. That's more honest, less misleading.
Read carefully and shop wisely.