Black Friday & Holiday Sales: How to Spot Fake Discounts

Black Friday, Cyber Monday, and the December holidays are when shoppers see the biggest advertised discounts of the year — and when researchers consistently find some of the most questionable ones. Studies of holiday pricing have repeatedly shown that many "doorbuster" items sell at or near their advertised "sale" price for much of the year. Here is how to shop the season with clear eyes.

Why holiday sales attract phantom markdowns

Holiday shopping is driven by urgency: limited windows, countdown clocks, and the fear that a deal will disappear. That urgency makes it less likely shoppers will pause to ask the key question — was the "original" price ever the real price? An inflated reference price paired with a one-day banner can make an ordinary everyday price look like the deal of the year.

The "pre-inflation" pattern to watch for

One pattern consumer researchers describe: a price quietly rises in the weeks before a big sale event, then drops back to roughly its usual level — now labeled as a deep discount from the recently inflated number. The advertised percentage off is technically computed from a real listed price, but the "savings" compared to what the item sold for in October may be small or nonexistent.

Derivative and "special buy" products

Some holiday electronics and appliances are versions manufactured specifically for the sale event — similar model numbers, slightly different specs. Because the model is unique to the promotion, there is no real price history to compare against, and the "original" price printed on the tag may never have been charged anywhere.

How to protect yourself

Check the price history before the event, screenshot prices in early November, compare model numbers carefully, and treat "compare at" and "MSRP" numbers with skepticism. Our guide on checking a product's price history walks through the tools step by step.

Bought something you now question?

If you made a holiday purchase because of a discount you now suspect was not genuine, your experience is exactly what we are investigating. You can report your purchase here and attach your receipt or a screenshot of the listing.

This article is attorney advertising and is provided for general informational purposes only. It is not legal advice, and reading it does not create an attorney-client relationship.