Deferring a sale?

I was doing some late night shopping on the Uniqlo site the other evening, and noted something really interesting.

On their product page, they proactively presented a message letting me know that the product I was looking as was due to come on sale in a few days.

Which got me thinking, what an interesting thing to test. It deferred my purchase there and then, because I love a deal (who doesn't), but didn't stop me purchasing.

It actually triggered me to visit the site every few days to check if the product went on sale! I also wonder what impact it might also have on retention and satisfaction, which such a transparent approach to customer messaging...