Bought this Iron today the moment I saw it on the shelf with red label sticker price at £9.99 reduced from £40 in Sainsburys Town Centre, Crawley, West Sussex store. Had many on the shelf. I doubt this is nationwide deal. Most likely looks like store specific only.
On Sainsbury's site it is priced at £40 with out of stock.
Features of this iron:
# Non-stick soleplate
# Self-clean function
# 70 g Turbo steam and spray functions
# Variable steam output (g): 0 - 25
# Adjustable temperature control
# Water tank capacity (ml): 230
# Cable length (m): 2
# 1960 watt