"Black Friday 2024: Smart Shopping Tips to Avoid Fake Deals and Scams"

Black Friday is one of the most anticipated shopping events of the year, with millions of consumers looking to score the best deals. This year, on Friday, November 29, retailers will showcase massive discounts to attract buyers. However, behind the flashy sales and impressive banners lie deceptive practices and, sometimes, outright scams. Here’s how to navigate the frenzy and shop smartly.

From a Day of Sales to a Shopping Marathon

Originally a one-day event in the U.S. following Thanksgiving, Black Friday has evolved into "Black Week" or even "Black Month" in many countries, including the UK and France. During this period, promotions abound both in stores and online. Unlike regulated sales events, Black Friday operates under looser rules, leaving room for misleading tactics to flourish.

The Trap of "Reference Prices"

European regulations under the "Omnibus Directive" now require retailers to base discounts on the lowest price offered within the past 30 days. However, there’s a loophole: businesses can display discounts based on unverifiable comparison prices, such as a "manufacturer’s suggested retail price" or a "commonly observed price."

For instance, a smartphone originally priced at £1,000 when launched several years ago might now be sold with a 40% discount, even though its value has naturally depreciated over time. According to consumer advocacy group UFC Que Choisir, discounts advertised between 20% and 40% often result in actual savings of just 1% to 4%.

Tips to Avoid Fake Discounts

To make sure you’re getting real value, preparation is key: Plan Ahead: Identify the items you want weeks before Black Friday and note their current prices. This allows you to verify whether the advertised discount is genuine.

Resist Impulse Purchases: Promotions like "limited-time offers" or "low stock alerts" are designed to create urgency. Pause and think before making a decision.

Compare Prices: Use price comparison websites and tools to ensure the deal is truly competitive across different retailers.

Beware of Online Scams

While fake discounts are common, Black Friday also sees a spike in online fraud. Cybercriminals exploit the shopping frenzy by creating fake websites that mimic reputable brands and lure shoppers with unrealistically low prices.

To avoid falling victim to these scams:

Type the Website Address Directly: Instead of clicking on links from emails or social media, manually enter the retailer’s website address in your browser.

Check Website Credibility: Look for reviews and ensure the website uses a secure connection (indicated by "https" and a padlock symbol in the address bar).

Be Skeptical of Unrealistic Discounts: Deals offering over 50% off on popular or new items are often too good to be true.

Safety Tips for Online Purchases

Even on well-known platforms, exercising caution is important:

Use Secure Payment Methods: Opt for virtual credit cards or payment platforms like PayPal to protect your bank details.

Read Return Policies: Some retailers impose strict or convoluted conditions for returns or refunds. Familiarize yourself with their terms before buying.

Common Sense is Key

Black Friday can be a great opportunity to save money if approached with caution and preparation. But as the holiday season approaches, excitement can cloud judgment. Stick to your shopping list, evaluate deals critically, and remember that a good deal is one that aligns with your needs and budget—not just a flashy discount on an unnecessary item.

By following these guidelines, you can enjoy the benefits of Black Friday while steering clear of misleading promotions and online traps. Happy shopping!