Half price Avid Elixir 1 Front Disc Brake (black) for $48.27 by Chain Reaction Cycles
Interestingly, after browsing to the site I see the actual discount is 57%, which with shipping only takes the price to $58.26. This is still $27.22 less than Wiggle's offer including a "10% off" discount.
Chain Reaction's promo also features two other items which caught my eye. Their "45% off" headline offer for Shimano Ultegra SPD-SL 6700 Road Pedals actually came out at 53% off on the site itself at $77.23. Same with their "40% off" on on De Marchi Contour PRO Jerseys SS13 which in fact was a 48% discount at $42.48.
So there may be a few more hidden discounts lurking elsewhere on the site.