Two types of offers can be observed on the official Nintendo website:

Standard offers (sales)

These are available to all users, as long as you are logged in and are able to purchase games on the official Nintendo website.

Just for You offers

These are My Nintendo discounts which are available to you personally.

If an offer is available for a limited time only, an expiration date will be specified.

For an overview of all Just for You discounts that currently apply to you personally, please visit my.nintendo.com.

If you decide to purchase a game via the official website, you will be forwarded to ec.nintendo.com to start the purchase process. During that process you'll have the possibility to select any price available to you at that point. It is not essential to use the Just For You discount option if you choose.