Most states require the purchasing party to pay sales tax on manufacturer sponsored discounts. A manufacturer discount is any physical coupon (or promotion) applied to a sale in which Hollywood Feed will be receiving reimbursement for the discount/coupon amount from the manufacturer or vendor. If Hollywood Feed is receiving revenue from any source for the sale of a product, then sales tax must be collected. If Hollywood Feed is sponsoring the promotion / sale, then the customer would not be responsible for sales tax on the reduced amount.
Here's more information about how sales tax applies to discounts, coupons & promotions.