Also keep in mind that not all sale fares are advertised. Depending on your market, which it might help to include in future questions, Southwest may offer lower fares without advertising it. This is usually done due to competition on particular routes lowering their prices and Southwest tries to remain the lowest price, or at least competitive. Southwest may advertise a sale price of $100 to fly from A-B, but if you check other dates that weren't included in the sale you may find $70 fares. This applies to cities that aren't even listed as having sales too. --TheMiddleSeat
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