Black Friday has long been marketed as the ultimate shopping holiday, promising massive savings and unbeatable bargains. Yet a new study shows that many of these so‑called deals do not deliver the savings advertised.
In fact, 36% of online items offer no savings compared to their pre-Black Friday prices, according to WalletHub research. The data highlights how retailers create the illusion of a remarkable discount by marking items down from inflated “original” prices that were rarely, if ever, charged. This tactic gives shoppers the false belief that they are saving more money than they actually are.
“There’s some trickery happening,” consumer savings expert Andrea Woroch told CNBC Make It. “Retailers are constantly fluctuating prices. So they may repackage something and say it’s on sale for Black Friday when, in reality, it was the same discount a few weeks ago.”
For items that do offer real savings, the average discount is around 24%, according to the study. But finding those deals requires patience as consumers sift through countless offers in the hustle and bustle of the holiday season.
“Retailers do more or less rely on people rushing in at the last minute and taking advantage of anything that appears to be a sale,” WalletHub analyst Chip Lupo said.
The bottom line is that Black Friday can deliver real bargains, but only for shoppers who slow down, do their homework, and refuse to be fooled by flashy price tags. Here are some tips how how to avoid getting scammed:
Track prices before buying
Experts advise consumers to monitor the cost of online items well ahead of major shopping events. By keeping close tabs on how prices rise and fall over time, you’ll have a more accurate sense of whether a Black Friday deal is actually saving you money. However, not every product is easy to track. For instance, some electronics are manufactured specifically for holiday promotions. A television advertised at a steep discount, for example, may be a different model than the one you had your eye on. Be sure to check model numbers, read reviews, and confirm the product meets your needs before buying.
Use digital tools to compare
Price‑tracking sites can come in handy when you’re trying to see if a discount is genuine. Tools like CamelCamelCamel show the historical highs and lows of products sold on Amazon, giving you a way to gauge current offers. Honey’s Droplist is another resource that lets you save products to a watchlist and alerts you when prices fall.
Know when better deals appear
While Black Friday may be a good time to purchase winter clothing, furniture sales tend to peak around Presidents’ Day. Timing your purchases can save you more than rushing into the hype.
Avoid overspending traps
Have you ever gotten caught in the “buy one, get one free” trap? If you spot a bundle promotion but only want one item, you’re not saving — you’re spending extra. Staying disciplined and sticking to your budget is the best way to walk away from Black Friday with real value instead of regret.
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