sorry Johnie B question - why r they reducing prices so early?

[Horizons]

Newbie here, also a newbie mom (DS 7Mths), in a new country - canada - fashion stinks here, believe me!!! I really missed the UK winter sales - not that I've lost any of the baby weight yet.

Just browsing the web and see that the be dreaded/beloved Boden have some reductions on their spring stuff already, is this usual?

Hold out, it starts at 10% then goes to 15% and then you get £10 off a £30 spend.
I've never paid full price for anything they sell, or is the real price the 20% off preview you get offered and then everything is too much