Shoppers hunting for bargains this Black Friday are being cautioned that more than a third of advertised 'deals' may not offer any genuine savings, a new investigation has revealed.
The Illusion of Black Friday Savings
A comprehensive survey by personal finance website WalletHub has uncovered that 36 per cent of items currently promoted as being on 'sale' for the Black Friday period are actually being sold at the same price they were before the sales event began.
Consumer savings expert Andrea Woroch told CNBC: "There's some trickery happening." She explained that retailers are constantly fluctuating prices throughout the year, potentially repackaging existing discounts as special Black Friday offers.
Navigating the Shopping Landscape
The revelation comes as approximately 85 per cent of Americans report they plan to spend the same amount or less during this year's holiday season compared to 2024, according to WalletHub's 2025 holiday shopping survey.
Despite the concerning findings, experts confirm there are still legitimate ways to secure worthwhile discounts. Woroch strongly recommends using online price tracking tools to verify whether an item represents a genuine price reduction.
Shoppers should also exercise caution regarding product models, particularly for high-ticket items like televisions. "Don't assume that the model is the same one you saw all year long that you've been waiting for it to drop in price," Woroch warned. "Look at the model number, look when it's been sold, read reviews and make sure it offers everything you need."
Strategic Shopping for the Holiday Season
Erik Guzik, an assistant clinical professor of management and entrepreneurship at the University of Montana College of Business, advises against waiting for better deals. "Once you see that discount, it's probably the best one we're getting this holiday season," Guzik told NBC News. "Waiting to see if deals get better, which likely won't be the case, is more risky than ever. Shop early, because once an item goes out of stock, it probably won't come back."
Meanwhile, Woroch notes that certain product categories experience deeper discounts at different times of year. For instance, winter clothes typically see significant price reductions after late December, while furniture is heavily discounted around President's Day in February.
With careful research and strategic timing, consumers can still navigate the Black Friday sales period effectively while avoiding misleading marketing tactics.
