From a legal point of view, what is on the ticket is considered an "invitation to treat". It's no more than asking you to make an offer. If the tickets get switched around and you offered the displayed price of £5 for a £20 item, then the shop is not obliged to accept your offer. Some shops will do more than others to maintain good will but, unless there was a deliberate ploy to, for example, falsely advertise "everything in the store half displayed price" then you should settle for being offered the option to return, in my view. I cannot see trading standards getting involved over one item that was probably just given the wrong ticket in error. If you wish to contact them, there will be an office near you though.

Yes I have decided to keep it but thought the ticket price-quite clearly said half price was against trading standards. The difference in price was small but just wondered for the future what consumer rights were.

My opinion is that, if you are happy to pay £20 for the coat, you should keep it. If not, you should ask if you can return it.

I bought a coat from Matalan in the 'sale'. When I got to checkout I noticed the original price was £25 but the coat was marked £20 and said it was half price. I queried the price and she said it had been reduced by £5 but it was new stock and the manager woulc say the same. Do I have any rights because the coat ws clearly marked half price-I still have the coat and ticket. It was very busy in the store so I didn't want to cause a fuss.