Square-Enix store sale abruptly ended. Why?

[Kworal]

Anyone has any information as to why the 50% off sale on ARR+HW ended before the 19th?

I was just about to buy the game today and it's gone.

Tweet for those who don't know what it's about:

https://twitter.com/FF_XIV_EN/status/868444042434142208

[LunaFaye]

Because it's early access starting June 16th for the new Stormblood expansion. Therefore they want you to buy that one before it releases officially on June 20th, as a pre order for the bonuses etc. If you're waiting for another sale, you are probably have to wait till the end of the month, if its even planned.