end of the quarter means they want to max revenue, hence why some games that normally wouldn't sell are being lowered. EB games gets reimbursed some money for lowering the prices so companies like Activision can say they sold more copies.
January is still part of Q4 and doesn't end until the 31st, be on the look out for price changes daily, as once they sell X amount (could be 50, 100, 200) of a game that was dropped, it will go back up, and you can probably bet its TIV will as well.