Stores have gotten into trouble for not selling items at their list price. Kohls always has half their items on sale and half regular price - they know you won't buy the regular price item when the sale item is nearly identical. They rotate items in and out of sale every week just so they can prove in court there actually is a half off sales.

Depends on your country, but in the US you can't claim something has a regular price if the regular price is never charged for it.