Don't Get Tricked: The Shocking Black Friday Sales Tactics That Cost You Money

If you've visited a shopping center or website recently, you've likely been bombarded with Black Friday marketing material. While annoying, it's not particularly harmful on its own. However, the Australian Competition and Consumer Commission (ACCC) is actively working to eliminate misleading marketing practices during these sales. Here's why even savvy shoppers can end up spending more than planned.

ACCC Clamping Down on Dodgy Tactics

The ACCC is focusing on identifying "misleading or deceptive sales advertising" used by retailers leading up to Black Friday. Key tactics they're monitoring include:

• Misleading "limited time" offers that create a false sense of urgency
• Misleading "site-wide" or "store-wide" claims about sales
• Claims of "up to X% off" where few products are actually discounted at that rate
• Fine print or disclaimers that limit headline claims about the sale
• Misleading "was/now" or "strikethrough" pricing claims

Last year's enforcement efforts resulted in companies like Michael Hill, MyHouse, and Hairhouse paying penalties of nearly $20,000 each for these practices.

Why These Tactics Are So Harmful

Aggressive sales tactics and inflated claims might seem normal during this season, but their cumulative effect is significant. Professor Paterson warns that people spend too much because they're caught up in the idea of saving, or they are actually ripped off due to inaccurate promotions. Advertisers use "deceptive design" to influence subconscious decisions, playing on consumer psychology to encourage overspending. This not only harms shoppers but also gives dishonest sellers an unfair advantage over honest retailers, potentially leading to a market that rewards poor conduct.

How to Avoid Being Duped

Approach sales with skepticism and follow these tips:

• Be wary about claims regarding discounts or savings
• Check carefully for disclaimers or qualifications in promotions
• Take screenshots of products now to compare prices later
• Compare prices across different retailers instead of sticking to one store
• Be prepared to back out of transactions if you find better prices elsewhere
• Make a list before shopping to avoid impulse buys

Remember: If you wouldn't buy something at full price, you probably don't need it.

It Doesn't Have to Be Like This

Retailers can choose ethical marketing strategies. Legitimate marketing should influence with quality products without deception. Genuine deals and high-quality items don't require misleading tactics.

When Is Black Friday?

Black Friday follows the U.S. Thanksgiving holiday, which falls on the fourth Thursday of November. This year, Black Friday is on November 28, though many retailers start promotions earlier.