Most of our prices are discounted from the manufacturer's suggested retail price for the item in Japan. Shopping through HLJ's website is just like getting on a plane and shopping in Japan - you're paying the same prices that people here in Japan are (not counting shipping, of course), but you don't have to pay Japanese sales tax (unless you actually do live in Japan)!
Please note that sale prices are not retroactive. An item's price is the price that is listed on its page in our online catalog at the time you order it. If an item goes on sale before your order enters payment processing, you're certainly welcome to cancel the item, and then make a new order for it at the sale price. If an item goes on sale after the order has entered payment processing, though, please accept our apologies for the unfortunate timing.