Mannequins in a blue-themed shop window in Switzerland advertise a Sale. This English word for an opportunity to buy at reduced prices has been widely adopted now in other countries, perhaps because of its shortness and convenience. Yet it is not really such a good word, because of potential ambiguity: a ‘sale’ can be a deal made at the normal price, or, as here, a period of time when goods are reduced. We rely on the context to tell us which is meant: SALE, often in red letters in a shop window, means bargains are to be had.