David, these are on sale for the holidays and not because they are nearing the best by date. Coffee on sale because it's nearing it's best by date will say "at expiration" in the title so you can know the difference. Thank you for your inquiry!
I just ordered this product and it arrived on ( 2/1/2013) it's expiration date is ( 4/30/2014) ... so I don't think that is the reason why it is on sale. If it wasn't on sale I probably wouldn't had tried it. I'm glad I did.