The British Broadcasting Corporation “BBC” has warned that shoppers during the Black Friday period may be cheated by fake discount deals.
According to research conducted by British consumer group Which? (?Which), it turns out that 9 out of 10 deals promoted on Black Friday were either the same price or cheaper at other times of the year.
Retail consultant Sarah Johnson explained that some brands raise their prices before the sales season to make the discounts appear more attractive, which may mislead consumers.
Johnson added that laws that required price stability for 28 days before being amended are no longer applied, giving brands room to exploit this gap.
Examples of mispricing
Among the notable examples cited by Which? A hairdryer was on sale at Boots for £18.99 ($24) during Black Friday, with the claim being discounted from £49.99 ($63). But the research revealed that the product was never sold at the alleged higher price in the previous 12 months.
The group also pointed to a smart watch that was sold in John Lewis stores at a price of 294 pounds ($373), with an estimated saving of 90 pounds ($114). However, it turns out that the product was never offered at the higher price during the previous year.
Store feedback
The John Lewis Group confirmed in press statements its commitment to providing the best value to customers through its policies that guarantee price matching with 25 major stores.
While she demanded “Which?” Stores need to stop using misleading marketing methods, calling on shoppers to compare prices and use tools to check price history to ensure they are getting real deals.
Tips to avoid falling into the trap
The BBC provides advice to consumers to avoid fake offers during the sales season, including:
- Beware of products whose prices seem unreasonably low.
- Stick to a specific shopping list to avoid random purchases.
- Focus on purchasing high quality products to reduce waste and save money.
- Ensure the legality of websites and stay away from suspicious links.
- Read reviews and make sure you deal with verified sellers.
According to the Which? report, shoppers spent about 13.3 billion pounds ($16.85 billion) during the Black Friday season in 2023, which reflects the importance of this period for stores.
However, challenges related to unethical marketing practices cast a shadow over consumer confidence and increase the need for caution, according to the BBC.
