Maybe so, but the email they sent to acknowledge the order was an exercise in vagueness about stock levels;
This email is only an acknowledgement that we have received your order.
The order has now been passed to our dispatch team to be processed and payment will be taken once we have confirmed the items are in stock.
And,
PLEASE NOTE: ORDERS ARE SUBJECT TO STOCK AVAILABILITY AND WE WILL ONLY DEBIT YOUR CARD FOR THE GOODS WE CAN SUPPLY.
And,
Placing an order with us does not guarantee availability. We will, of course, make every effort to fulfil your order and if this is not possible we will let you know as soon as possible.
It almost sounds like they’re pretty sure they don’t have the stock.
EDIT: and as a sales tactic, it works on a few different levels it seems – if they tell you there are shoes in a particular branch and you go to have a mooch, chances are you’ll end up buying something anyway, even when there aren’t. Plus the ‘fore-mentioned SEO benefits of all the inbound links from FB, forums, Twitter etc. Doesn’t smell right to me.