We always show all our prices inluding VAT (and free delivery!), however from time to time we may offer 'VAT Free' promotions on selected products.
This means that you only pay the what the original price was before we added VAT. For example if a product is usually listed as £120 inc VAT (£100 plus VAT) then this would be be reduced to £100, so the equivalent of not paying VAT on the original price.
Of course by law we still have to charge VAT, so if you are VAT registered you can still claim it back off the reduced price - and you still earn your reward points as well!!