Surprisingly Dfs claim to have just two sales each year - the Summer and Winter.
UN-surprisingly they create additional events throughout the year to continue their cheap goods promotions: ie manager's special, double discount event, pre-summer event, Easter bonanza, grandmother of the manager's wife discount special etc etc
Could be said they have a clever marketing team . . .
Used to work with a girl who would never answer the door for deliveries. We used to say that the day she did would be the day DFS didn't have a sale on. She never did.