An item that is "for sale" simply means it is available for purchase. An item that is "on sale" means that there is a special, lower price for it right then.
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CliveI wonder if there is possibly a BrE vs. AmE thing here?Yes, it is a BrE/AmE thing:
Marius Hancuon sale UK
available to buy in a shop:
On sale at record stores now.
This is used in AmE also. "When does the new book go on sale?" This can mean both available for purchase, and a reduced price.
We don't use "in the sale" though.