They don't understand how paychecks work. Pretty sure that whoever set up the marketing system is one of those CEO types making seven figures that thinks that normal people spend fifty bucks a day on coffee and avocado toast and just have spare cash lying around at all times, so they have to entice them to use it by putting sales on a timer. They don't comprehend that someone may literally not have the money one day that they would have maybe a couple of weeks from that day, and if they left things on sale they would eventually sell them, instead of removing them before potential sellers have the money in hand to buy them.