I did consider having a BF sale myself, but decided against it. It's not that I am against sales, we all like a bargain, and I have been know to have a sale myself. It's usually when organic sales would otherwise be lower than usual (such as when people receive their credit card bills after their summer holidays, for example).
But I just think that this mania is spreading like a cancer, and it's not the sales themselves, it is the appalling behaviour of some - let's hope it is a minority of - shoppers. It's the worst excessive of Boxing Day, brought forward a month.
I don't want to be part of the disease.