The thing is they want people to go out and buy stuff as soon as possible.
So they offer stuff for like 20% off, they know everyone is going to go all over that.
So then the next day that same stuff is 60% off.
No one buys it for 60% off because the majority already loving bought it for 20% off.
So if Hot Topic was already planning on selling it for 60% off then why didn't they just do it from the start? Bait and switch.