Every year, Black Friday promises spectacular discounts — but some “deals” are artificially inflated. Knowing how to spot fake promotions is the key to paying the genuinely fair price and avoiding a misleading percentage. Here is our 2026 guide to shopping smart during online sales.

How fake promotions work

The mechanism is simple and widespread:

  • The inflated reference price: the retailer displays a high “struck-through” price, sometimes one that was never actually charged, to make the discount look huge.
  • The rise before the drop: some products see their price increase a few weeks before Black Friday, only to be “discounted” back to their usual level.
  • The fake countdown: artificial urgency (“only 2 left in stock”) encourages impulse purchases.
  • Discounts on old stock: steep reductions on obsolete models that nobody wanted at full price.
In France, the law regulates discount claims: the reference price must be the lowest price charged during the previous 30 days. In practice, however, it is better to check the price history yourself.

How to check whether a deal is genuine

Look at the price history

The only truth is the product’s actual price trend in the preceding weeks. A product “50% off” that cost the same a month ago is not a bargain. Always compare the current price with the price actually charged recently.

Compare retailers

The same product can be “on sale” at one retailer and cheaper at another at its regular price. Never rely on a single website or a single displayed percentage.

Be wary of deals that look too good

A 70% discount on a recent, popular product is rare. When it looks too good to be true, it is often an older model, clearance stock, or an inflated reference price.

Plan your purchases ahead

Know in advance which product you want and what its usual price is. You will spot a real drop immediately — and avoid the impulse purchases that are exactly what Black Friday is designed to encourage for retailers.

How to pay the right price

Checking the history manually and comparing every retailer takes time — especially in the middle of the Black Friday frenzy. Picksly automatically compares the current real price on Amazon, eBay, Fnac and others, and guides you towards the most relevant option for your profile, without letting a misleading percentage fool you.

FAQ

How do you know whether a Black Friday deal is genuine?

Compare the displayed price with the price actually charged in preceding weeks and across several retailers. If the product was already at that price recently, the discount is artificial despite the advertised percentage.

Does Black Friday really let you buy cheaply?

Yes, for some products, but not all. The best deals often concern previous-generation models and household appliances. Knowing a product’s usual price in advance is the best way to spot a genuine drop.

Is it better to buy during or after Black Friday?

It depends on the product. Some categories drop further just after the holidays or during winter sales. If there is no rush, comparing prices across several periods remains the safest strategy.

---

Picksly earns money through affiliate commissions, at no extra cost to you.