How to spot Black Friday scams

Black Friday is often marketed as the ultimate shopping event, a time to grab unbelievable deals and savings on your wishlist items, especially for the holiday season. But sometimes, these discounts and attractive deals may not always be as good as they seem. Investigations into past Black Friday sales reveal that many “deals” are not as special as they’re made out to be, as companies use different tactics to make it appear as a great find when in actuality, it’s not.

So, before you dive into your seasonal shopping this year, we have outlined ways to help spot and avoid Black Friday scams and make better, informed decisions when you’re looking at deals online. It’s also worth having a read of our guide to staying safe during the holidays when shopping online to make sure you know how to protect your data and information online.

Are Black Friday deals always real?

Retailers use a variety of psychological tricks to make offers seem hard to resist. For example:

• Inflated 'was' prices: A product may show a hefty discount, but the higher "original price" might only have been in effect for a few days or weeks. This makes it appear like there was a big drop in price, when in reality that’s down to the retailer upping the price in recent days or weeks to make the Black Friday deals look better.

• Small price drops highlighted as major deals: Many retailers flag every price reduction as a discount—even if it's only a 1p decrease.

• Limited-time urgency: Flash sales and countdown timers pressure shoppers to buy now without doing adequate research. This tactic plays on the premise that under pressure, people make rash decisions without necessarily looking into the finer details.

Tips to avoid fake Black Friday deals

To make sure you're getting a genuine bargain, follow these 5 steps:

1. Check prices across multiple retailers

If a product is widely available at the same price but only one retailer advertises it as a “special offer,” it’s likely not a true deal. Comparing prices at different stores can help you see through the noise of the sales, and find where the actual bargain may lie.

2. Don’t trust ‘Was’ prices blindly

Retailers often highlight "was" prices to make discounts seem more impressive. If the higher price was only in effect for a short time, the deal may not be as good as it appears. Always check how long the ‘was’ price was active. An investigation carried out by Which! In 2022 highlighted that several products with a ‘was’ price had only been available for a few days in the period coming up to Black Friday, rather than the whole year. It’s key to check prices and offers at multiple retailers, as many Black Friday sales only form part of a wider savings campaigns retailers run all year round.

3. Review price history

One of the best ways to identify if you are getting a good deal is to review the item's price history. There are tools like CamelCamelCamel, PriceRunner, or PriceSpy to look up an item’s price history. These platforms show how a product's price fluctuates over time, allowing you to verify if it’s genuinely cheaper on Black Friday. Some retailers are now also including the previous price history of items, so if you’ve had your eye on something for a while, be sure to check beforehand.

4. Examine notes and small print

When evaluating Black Friday deals, pay close attention to how stores present their pricing history. While some retailers disclose when the higher "original price" was in effect, this information is often buried in small print or hidden in terms and conditions. For example, a product might have been sold at the higher price for only a brief period before being discounted, making the savings less impressive than advertised.

To uncover the truth, check the fine print, cross-check prices on competitor websites and use online tools like price trackers, which provide historical data on how a product’s cost has fluctuated over time. This extra effort can help you make more informed purchasing decisions and avoid falling for misleading discounts.

5. Verify manufacturer pricing

When shopping for Black Friday deals, always check the manufacturer’s website to confirm the Recommended Retail Price (RRP) for the product. While many retailers use RRPs to highlight the size of their discounts, these prices can sometimes be outdated, inflated, or irrelevant, especially if the product is older or discontinued.

Quick tips on how to avoid Black Friday scams

To ensure deals are genuine, following these short steps during your buying process can help you get the best savings. Some other things to consider to add some peace of mind when shopping this Black Friday are:

• Look for recent customer reviews to verify the product's value and quality.

• Look at the additional benefits each retailer offers e.g. warranty periods, price matching

• Sign up for memberships if you favour certain retailers, as you may receive additional discounts.

• Register your accounts beforehand as busy websites may crash and limit the number of customers or items they can sell

• Build a wish list on the come up to Black Friday to limit the rushing on the day.

• Don’t wait until the day as more retailers are now engaging in Black Friday weeks or even months.

• Don’t forget about Cyber Monday!

Shop smarter, not faster

Black Friday can be a great opportunity to save money, but only if you’re vigilant. Retailers rely on impulsive buying habits, so take your time to evaluate each “deal” carefully and consider if it’s actually something you want and need. By comparing prices, researching price histories, and reading the fine print, you can ensure that your purchases are truly worth it. This year, don’t fall for the hype—shop smarter, not faster.

And if you need a bit more support on making your money go further at all times of the year, check our blogs on how to build a budget or have a look at all of our money saving tips and hacks.