People buy at higher prices on Black Friday?

I found this interesting: Cards Against Humanity raised their price by 20% for BlackFriday($25 to $30), advertised it, and still saw the sales hike. Maybe they sold fewer items and the price increase more than offset that, but the question is: did people focus on the “sale” in the offer and did not notice the price dynamic, or did they just want the product so bad that $5 increase did not affect their choice? Or was there a sense of scarcity since the price went up?