To be able to state an item is reduced the price used for comparison must have been your most recent price available for 28 days or more
how many actually comply with that law?
Well, it depends on the individual seller. Shops like Great Northern certainly comply with that law. When they offer deals, it is a genuine discount off their previous price.
I am not sure about the wholesaler tag for Epic as they sell direct to the general public, which is different to the likes of JTF that have memberships and require business credentials to join.
Well, they certainly sell wholesale to businesses, who then sell the products in their own shops. So they are a wholesaler. For sure, they sell fireworks retail too, but they do still sell fireworks wholesale.