I have a unique perspective on signs at Hancock Fabrics. I put them up. If I had to move everything to put up a sign I'd never be done. Sounds as though you didn't read the sign, just the sale price.
JUST READ THE SIGN.
Happens all the time, and the rest of the fabric you looked at wasn't on sale either. And if you did what our customers do, you looked at the sign and moved to what you wanted, rather than actually picking up what was under the sign. Sometimes these items are on a bottom shelf, just pay a little more attention. I worked for a really huge retail chain putting up signage and I'd later watch people walk around to the back of the counter and pick up a totally unrelated item and insist it was on sale. At Hancock we used to have metal sign holders that could be turned around. I can't tell you how many times a person would twist the sign around and from,say, challis at 5.99 on sale to face the 18.99 silk. When it wasn't on sale we had to explain that she wasn't supposed to turn the signs around. Anger and rage! Thankfully, some never came back.