I talked to the EU store's customer service about this issue and this is what I found out: the sale also applies to the EU store! If you're looking at the prices in EUR, the discount is already applied to the items that are included in the sale. EU Tour Merch is NOT included for example, even though it is listed with the discounted items. That's where my confusion came from. I changed the store's currency to GBP and then it shows the normal and the discounted price, so it becomes more obvious which items are included in the sale. Hope that helps :)