I’m not sure exactly why – as it’s not outlined on the Myer website – but right now Myer are offering 30% off their regular price on LEGO Friends sets.
I’m not sure when this offer ends so you may want to check it out sooner rather than later.
Just be aware that Friends sets are often sold below RRP at other retailers so Myer may still not have the best offer. For example 41347 Heartlake City Resort is down to $111.99 at Myer, but only $98 at Amazon.
Thanks to everybody who let me know about this.