Last year and the mid year sales were up tp 50% I believe and it's already somehow aggresive, but at a really end of season period, like August and March.
Years ago my parents used to have a surf shop and I remember the price tags usually came with a 110% over the paid price, I have no idea how much that is right now but I'm assuming it's not much different.
Looks like these sale while good for Patagonia who wants to get sold out on all past colors and current season gear doesn't look too good for dealers that might dealing with customers asking for price match and things like that which they might not be able to afford...
Also who is gonna buy a full price gear from Patagonia now? I usually never pay full price on stuff specially because you can get last season for a much more affordable price, but now it looks like if you wait for mid/end season you can have current season gear for 40% of the original price.
It also seems to me that Patagonia is telling everyone that their gear are really overpriced!