OK. So you don't have a problem with prices adjusting to demand. Yet when a LGS actually does it you lose your 'trust' in them? That doesn't make any sense.
My point about not buying anything on sale was that market demand goes both ways for the businesses. If you are so aghast at shops that mark things up when demand is high then don't you take advantage of them when they have to drop margin and sell items because of lack of demand.
I think I explained my rationale pretty well in quote of your last post. You mention my use of the word "trust". When I loose trust in a gunshop or any business for that matter in terms of their pricing, I suspect every gun or service is mispriced from my perspective, so there are no impulse buys and without the trust, I probably won't visit the shop even though this particular shop is probably the largest in my area. i really enjoy impulse buys by the way. I get tired of "researching" prices and often go with my gut, right or wrong.
My trust can be explained this way.... if I have a heating and air issue in my home, I generally call one HVAC company to come out because I pretty much trust them. If I didn't I would be calling around for prices every single time I need something done. With firearms, I don't know the pricing on every gun, but if I lack trust in the shop, I won't take their price as being reflective of market conditions at all, it is just their price.
The promotional 22LR pricing example pretty well explained my general leanings. I seldom buy promotional 22 ammo anywhere other than big box stores. I keep a good supply available and don't need to buy at whatever price is posted at a local gunshop. If I want to go shooting, all I have to do is look into my ammo cabinet and I probably have a choice of 10 different brands and general quality level (promotional, semi-target, target, and high end target loads).
I don't see many sales on ammo any more. Pricing that is considered a sale today often is way above the price I paid prior to the shortage and I probably have plenty on hand anyway. But I like any shopper am attracted to "sale" prices. I don't think they are loosing money at the sale price and sometimes question why the sale price isn't their "normal price". I find it tiring to chase sales.
I do understand that nearly everyone is trying to make as much profit on an item as possible. Sales are done for various reasons, often it is the manufacturer that is selling product to them for less, that results in the sale. (Coke or Tide detergent are good examples.) Their margin is the same. Also sales are run to clear out older merchandise, get people to visit the store and "shop", or perhaps it is traditional for the store (like Dicks for example) to sell prior to some holiday at "sale prices". I seldom actually visit a store because of a sale, but if I am there anyway, I will take advantage of the lower pricing if I need the product.