You are not really saving money

Checkers always seem to have these sales where if you use your smart shopper card you are now saving money on certain item. But when comparing their prices with some other stores it is blatantly obvious that they are increasing their prices so that it seems like you are now saving money, where in reality you are saving nothing, you are now just paying what it should have been in the first place.

This is a disgusting practice. Especially considering how many people are struggling financially today. Just lower the prices to what they should be! and then give us actual discount.