How to spot a fake sale before you buy

Verdict: Skip the sale unless the price is lower than usual. A banner is not proof.

Most fake sale tricks are legal and common. The store shows a big number, crosses it out and puts a smaller one next to it. The big number may be a price almost nobody paid. Learning to spot a fake sale takes a few habits, and none need an app.

Sales and rules change each year, so check the retailer and the official consumer pages where you live.

What are the signs of a fake Black Friday deal?

Look for these.

1. A very high "was" price. If the old price is far above what other stores charge, it is a list price, not a real one.
2. A model you cannot find in the maker's usual lineup. Stores sometimes order special versions for sale events, with fewer ports or cheaper parts.
3. The same price all year. A price chart that stays flat means the banner is the only thing that changed.
4. A countdown that restarts. If the timer resets when you come back, it is not counting anything real.
5. A "limited stock" label with no count. It may be true. It is also a nudge to decide fast.

What is the sale or fake sale checklist?

Run these six questions. Two or more no answers means wait.

1. Is it lower than any price in the last 90 days?
2. Is it lower than two other stores?
3. Is it a model you would want at full price?
4. Did the "was" price actually apply for a real stretch of time?
5. Is it in stock and arriving before you need it?
6. Is the return window long enough?

The price check behind the first question is covered in how to check price history before you buy. Look at the last 30 days, the last 90 days and the last big event.

How do you check a "was" price?

Compare it with the price at two other stores and with the price chart. If no other store has ever listed the item at the "was" price, the number is decoration. Rules about how stores may use "was" prices differ by place, and regulators publish guidance. Ask your local consumer protection agency if you want to know the rules where you live.

A worked example

These numbers are round and made up. A blender shows "$100, now $60". Two other stores list it at $65. The chart shows $65 for the last three months. The "40 off" is a 5 dollar difference. Your ruling: fair price, no emergency. Buy if you wanted it, and skip if you were only attracted by the banner.

What about doorbusters and early deals?

Doorbusters are items sold at a low price in limited numbers. They are real in the sense that a few people get the deal. They are not a reason to chase everything on the flyer. If a doorbuster is a product you already planned to buy at your target price, go for it. If not, ignore it.

Early deals before the main event can be real too. Check them against last year's event price. If the early deal is already at or below last year's low, it is a good moment. See what is real and what is hype on Black Friday for the categories that usually deliver.

Does paying with a card help?

It can. Card issuers often offer a dispute process if an item does not arrive or is not as described. Terms differ, so read your own issuer's page. This does not make a bad price good, but it makes a bad outcome easier to fix.

Common mistakes

• Comparing the sale price with the crossed-out price instead of other stores.
• Believing a timer without checking.
• Buying a lower-spec model without knowing it.
• Forgetting shipping, taxes and return fees.
• Skipping the return policy. Returns and price adjustments shows what to read.

What can you do if a seller seems dishonest?

Take a screenshot of the page and the price. Keep the order email. Contact the store first. If the problem is not solved, your card issuer may have a dispute process, and many places have a consumer protection office that takes reports about misleading prices. Rules differ by country, so ask your local consumer agency what applies to you.

A quick ruling

You do not need to prove a sale is fake. You only need to know it is not lower than usual. If it is not, do not buy because of the banner.