In the circular, they advertise the $9.99 bottle for $4.99. They mention that there is a coupon in the Sunday paper for $2.00 off Persil which brings the price down to $2.99 for the bottle AND they sent me some mailing with the $2.00 off coupon, among others, in it because I am a savings card member. I guess I will head to the store for more Persil. If you like it, you can't beat the price, less than a third of the regular shelf price.