End of Contract deals not as good as competitors

[#1]

Hi,

My contract is ending 3rd July, your current upgrade deal to 500mb full fibre at £34.99 is not as competitive as 

BT £31.99 or Virgin £28.99 (both 24 month contracts)

Do I give notice of leaving now or wait for a new offer from Plusnet?

[#2]

I just called to cancel my contract on the 3rd July, very helpful guy but could not offer me anything to compete with BT, shame as new customers are happily offered £31.99.

How can they not have this as an offer to retain a customer? 

Bonkers but oh well...