VAT Free Promotion Explained

According to UK law, we must charge VAT on our taxable supplies of goods. Therefore, during our VAT Free promotion, we still charge VAT, but the total amount you pay is as if we had not charged VAT.

As an example:
If a product normally sells for £120.00 (excluding VAT) the total you normally pay is £144.00 (including VAT). When we have a VAT Free offer, we discount the price down to £99.60 (excluding VAT), so the total you pay is £120.00 (including VAT), which is the same as the normal selling price, but without VAT.