It's possible that the prices of the 25-inch item you're interested in have gone up due to supply and demand, or changes in manufacturing and shipping costs. It's also possible that different retailers may have different prices based on their own pricing strategies and marketing plans.
As for your birthday, loyalty premises, and discounts, you can check with the retailer or manufacturer to see if they have any promotions or offers available for you. Some companies offer loyalty rewards programs or discounts for repeat customers, so it's worth asking if they have any special deals that you may be eligible for.
Overall, it's important to shop around and compare prices from different retailers to make sure you're getting the best deal possible. You can also consider waiting for sales or promotions to take advantage of lower prices.