Ending an sale early?? Is this normal?

I went to the local chain supermarket last week and noticed while looking for something else that they had my favorite type of sliced bread on sale, through the 13th (yesterday). I didn't have enough cash on me at the time, and I didn't want to use debit, so I thought that I would simply come back later on and get it when I did have cash.

So I went back yesterday to get a couple of loaves, and noticed that the sale sign had been removed and the bread was at the normal price (nearly twice what the sale price was)! I was disappointed, but went through the rest of my shopping and then mentioned it at the checkout, where I was told to talk to someone at the customer service desk. I spoke with someone there who informed me that, for whatever reason, sometimes the stores end sales early. Even if they have plenty of the product on sale. I was really aghast. Isn't that fraud of some form? If you advertise that a price is valid through a certain date, how are you then allowed to take that away? I would have thought that that would be false advertising.

I ended up convincing them to give me the sale price, but I still left with a sour taste in my mouth.

Has this ever happened to anyone else? Is it even legal?

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