The reason very have some mad sale prices like this is because they'll have certain targets they have to meet by a certain date for a batch of shirts.
For example, they'll order 1,000 liverpool home shirts for £20,000 and they'll have to sell them all by 31st March for atleast £33,000.
So if they get to 1st March and they've only sold £32,000 worth (at £40 a shirt), that would leave them with 200 shirts to get past the £35k mark. And with projected sales of only maybe £600 this month (if they continue selling them at £40), they know they'll have a better chance of getting past the mark by lowering the price to something they can guarantee they'll sell all of them at. (the last 200 at £8 each would get them £1,600).
That or they may be past they're target and just want to sell off the rest of this batch for as much as they can in the next month.
Lesson over
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