Black Friday has become one of the biggest shopping events of the year, with billions spent across the UK during the sales weekend. While there are genuine bargains to be found, the event also brings out the worst in retail psychology and online scammers looking to exploit bargain hunters.
Understanding your consumer rights and knowing how to spot fake deals can save you money and stress during the sales frenzy.
Spotting fake Black Friday deals
Not all Black Friday “bargains” are what they seem. Retailers use sophisticated tactics to make ordinary prices look like amazing deals:
- Artificial price inflation: Some retailers quietly increase prices weeks before Black Friday, then “reduce” them back to normal prices while claiming huge discounts. What looks like 50% off might actually be the same price the item was two months ago.
- Anchor pricing: Products that are permanently on sale or regularly discounted get marketed as special Black Friday deals. If something is always 30% off, it’s not really a discount – it’s just the regular price with marketing.
- Pressure selling: Those “50 people are viewing this item” or “only 3 left in stock” messages are designed to make you buy impulsively. Often these numbers are either fake or manipulated to create false urgency.
Research from Which.com tracked 220 Black Friday deals and found that 85% of products were available at the same price or cheaper at other times of the year. Most items either returned to their “sale” price within six months or dropped to even lower prices.
How to verify real deals
Before getting excited about any discount, check the item’s price history using tools like CamelCamelCamel for Amazon or PriceRunner for comparing across retailers. These show whether the “original” price is genuine or inflated for marketing purposes.
Look beyond the percentage discount and focus on the actual price. A 70% discount sounds impressive, but if it brings a £20 item down to £15, that might not justify buying something you don’t actually need.
Check what the same retailers did in previous years. Did they offer better deals during their Christmas sale? Was Cyber Monday actually cheaper? Sometimes patience pays better than Black Friday urgency.
Understanding your online shopping rights
Online shopping comes with stronger consumer protection than buying in physical stores, but many people don’t understand their rights:
- 14-day cooling off period: You can return most items bought online for any reason if you notify the seller within 14 days of receiving them, then return the items within another 14 days. This applies even if you just changed your mind.
- 30-day faulty goods protection: If something arrives broken or doesn’t work as described, you have 30 days to return it for a full refund.
- Delivery protection: If items don’t arrive or are damaged during shipping, you’re entitled to replacement or refund.
- No return rights in physical stores: Contrary to popular belief, shops don’t have to accept returns unless items are faulty. However, most major retailers offer generous return policies that go beyond legal requirements.
Always check individual retailer policies, as some offer much better terms than the legal minimums. For example, some clothing retailers offer 100-day return windows, while others stick to the 14-day legal requirement.
Spotting fake reviews
Five-star reviews don’t always mean five-star products. Some retailers encourage fake positive reviews through cashback offers, store points, or discount codes, drowning out genuine customer feedback.
Focus on three and four-star reviews for more honest assessments. These reviews often provide balanced perspectives about both positives and negatives, giving you realistic expectations about products.
Be suspicious of reviews that are overly enthusiastic, use similar language, or focus more on the seller’s service than the actual product quality.
Avoiding Black Friday scams
Black Friday attracts scammers targeting bargain hunters with fake deals and fraudulent websites:
- Stick to retailers you know and trust: Unknown websites offering impossibly good deals are often scams. If you haven’t heard of the company, research them thoroughly before providing payment details.
- Be wary of promotional emails and texts: Scammers send fake discount codes and sale notifications containing malicious links. If an offer seems too good to be true from an unexpected source, it probably is.
- Check website security: Legitimate shopping sites use secure connections (look for “https” and a padlock icon). Avoid entering payment details on any site that doesn’t show these security indicators.
- Watch for delivery scams: Fake delivery notifications claiming failed deliveries or requiring additional payments are common during busy shopping periods. Always check with the actual retailer if you receive unexpected delivery messages.
Payment protection
Use payment methods that offer protection against fraud and disputes. Credit cards provide strong protection under Section 75 regulations, while PayPal and similar services offer dispute resolution. Avoid bank transfers or cash payments for online purchases, as these offer no protection if things go wrong.
Reading the fine print that matters
Before completing any Black Friday purchase, check the details that could affect your experience:
- Delivery costs and times: That bargain price might not include delivery charges, and Christmas delivery deadlines might be earlier than expected.
- Return procedures: Some retailers make returns deliberately complicated with complex processes or restocking fees that aren’t immediately obvious.
- Product specifications: Make sure you’re buying what you think you’re buying. Check sizes, colours, model numbers, and compatibility requirements.
The internet is full of stories about people who thought they were buying full-size products but received miniature versions, or who ordered electronics that weren’t compatible with UK systems.
When deals lead to debt problems
Black Friday’s “buy now, pay later” culture can create financial problems that last long after the sales end. If you’re using credit cards, store financing, or borrowing to fund Black Friday purchases, consider whether the interest costs eliminate any savings from the original discounts.
At London Mutual Credit Union, we see members who’ve gotten into financial difficulty through well-intentioned holiday shopping. If you’re planning to borrow for Christmas expenses, our affordable loans offer much better value than credit cards or expensive store financing options.
Remember that the best Black Friday deal is the one you can afford without creating financial stress for yourself or your family.
