The only time I've complained about missing a sale date was when we were informed by a store clerk (Lowes) that the sale ended the day before. When we got home later that night we looked at the ad and it expired on the day we were there, not the day before. When back the next day and asked for the sale price from the store manager and got it.
I've missed many sales. Oops on my part, not the stores problem. Maybe a mom and pop shop would like to sell the item at the sale price still but I would not expect a Big Box or corporation to still sell at the sale price.