Beware of ‘Hyped’ Black Friday Discounts

As Black Friday promotions flood the market ahead of the annual shopping frenzy, Consumer NZ is warning shoppers to approach so-called “bargains” with caution, saying not all discounts are as genuine as they appear.

Although Black Friday officially falls on November 28, advertising for the event has already begun, with many retailers rolling out early offers.

Consumer NZ communications and campaigns adviser Abby Damen said the hype around the sales had been growing each year, often stretching from November into Cyber Monday, Christmas, and Boxing Day promotions.

“It’s really huge, and what we see is that a lot of it is hype,” Damen said. “People end up buying things simply because Christmas is coming up,” RNZ quoted.

Consumer NZ has urged buyers to ensure that the deals they are drawn actually to reflect a real reduction in price. Damen said price tracking conducted over the years revealed that many “specials” were not the lowest prices of the year.

“The language around specials can make you think something’s on sale, but it’s not necessarily the cheapest it’s been,” she said, reported RNZ.

Consumers are advised to use independent websites such as Consumer NZ, PriceSpy, or PriceMe to compare prices over time and verify whether a deal is legitimate.

Storewide promotions can also be misleading, Damen warned. “If you’ve got ‘20–50% off everything’ and most things are only discounted by 20%, that’s not really fair if it lures you into a store or online space where the discounts aren’t consistent.”

She also cautioned against falling for pressure tactics such as countdown timers and limited-time offers designed to rush purchasing decisions. “Avoid the hype. If you were already planning to buy something, you don’t need to be pressured by the marketing,” RNZ quoted.

Damen further advised shoppers to verify company details before making an online purchase. “Just because a website has a .co.nzdomain doesn’t mean it’s a New Zealand business,” she said.

For added protection, Consumer NZ recommends using credit or debit cards for online transactions, which allow buyers to request a charge-back through their bank if something goes wrong.