Kohls doesn’t have it always on sale. They carefully rotate stock each week to half their stuff is up front and on sale, while the other half is in the back at normal prices. The staff will direct you awat from the normal priced stuff - they don’t want anyone to pay the normal price, they just need to have it as normal price once in a while so they can claim to have a sale. (they fear if you buy the normal price you will be mad enough to not come back and repeat sales are worth more than one full price transaction)