We do not believe in selling at a higher price and having flash sales here and there. We always sell at the lowest price that we can while still maintaining the highest level of customer service. You will not find any 'Recommended Retail Prices' on our web site as we do not use them, we simply show the low price that we sell at both online and on our display site. If you buy from Wicken Toys you can rest assured that we have checked our prices and always intend to be the lowest that you will find. If you do find any item that we sell cheaper anywhere else please let us know as if possible we will price match any item that is in stock.