Seriously. How are they and every other retailer allowed to continue saying that? It's not even Christmas time yet. Do they fire up a "sale" when they get desperate for cash or is it more involved than that? How might a company prove it was their biggest ever sale if say an advertising watchdog thought they were telling porkies? How does an informed consumer determine the biggest of the biggest ever sales if there is more than one biggest ever sale on at the same time?
Places like The Warehouse, Dick Smith Electronics and other retailers have things on sale, but hardly ever claim they are "the biggest ever". Briscoes, Noel Leeming and Farmers are other major "biggest ever sale" offenders.
I don't have a T.V, but they are getting more and more prominent on radio!