If you go to the online store, THEN click on something, say the Key Concepts Elite Version, the linked page gives you the sale price. And the GPP DVD IS on sale as Rupert says–but you have to look for that sale price.
Rupert, given that you have customers with various levels of experience on the site as well as on the track, I suspect you’ll get more business if you can give either the sale price or a menu button that says “Sale” on the top-level store page.