Price almost doubled before 2 for 1 offer!

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Newbie
Went to buy Dove Roll-On deodorant in Superdrug on a 2 for 1 offer. Unit price had increased to £2.95. It is available in other stores at full price from £1.55 to £1.80. How can they justify this! Didn't bother to check any other offers.
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I do find Superdrug are very hit and miss even with the buy 1 get 1 free prices.