36% of Black Friday sales aren’t really discounts, study finds
At this point, shopping on Black Friday is becoming a Thanksgiving tradition, just like turkey dinners and pumpkin pie.
However, some of the deals you see online may not be as good as advertised. In fact, 36% of items on sale for Black Friday offer no savings compared to prices between October 27th and November 17th. New data from WalletHub.
“There’s some cheating going on,” consumer savings expert says Andrea Woroch. “Retailers are constantly fluctuating in prices. So they may repackage something and say it’s on sale for Black Friday when in reality it’s the same sale as it was a few weeks ago.”
This does not mean that there are no legitimate savings. According to WalletHub data, the average discount on sale items is approximately 24%. You’ll need to do some research to make sure you’re getting the most out of the discounts you see.
“The consumer needs to be proactive,” says Chip Lupo, a writer and analyst at WalletHub. “Because retailers more or less rely on people rushing at the last minute and taking advantage of anything that looks like a discount.”
Follow price histories
Ideally, says Woroch, you should start researching the items you’re considering purchasing well before the expected sale, while also considering price.
But if you come across an attractive discount while shopping during Black Friday sales, “it’s definitely not too late” to do some research to make sure you’re getting a good deal, says Woroch.
Woroch says using online price tracking tools is a good starting point. He recommends CamelCamelCamel, which compares the current prices of products listed on Amazon to their historical high, low, and average costs.
“This is a good reference point even if you try to find a price at another retailer,” says Woroch.
Woroch also likes Honey’s Droplist browser extension, which lets you make a list of items you’re considering buying and notifies you of price drops at more than 800 retailers.
Woroch says some products will be harder to track because they’re made specifically for Black Friday sales. For example, a discounted price on a TV might mean you’re buying a basic version of a more prominent model without some of the features you’re looking for, he says.
“Don’t assume that the model is the same model that you expect to fall in price all year long,” says Woroch. “Look at the model number, see when it was sold, read reviews and make sure it offers everything you need.”
Watch out for other Black Friday traps
Although Black Friday is often touted as the time of year when the heaviest discounts are available, don’t fall into the trap of buying something that might be more heavily discounted at another time of year, experts say.
Winter clothes, for example, often go on sale after Christmas, says Woroch. He says the biggest sales on furniture usually occur on Presidents’ Day.
“You can find good deals on mattresses,” says Lupo. “But you’re unlikely to see big discounts on traditional furniture like sofa sets or coffee tables on Black Friday.”
And whatever you buy, be wary of deals that encourage what Woroch calls “spaving”—spending more money than you normally would to unlock discounts. This might mean purchasing a more expensive “bundle” of items to get a discount, or meeting a certain spending threshold to get free shipping.
“Maybe buy two sweaters and get one free. If you only need one sweater, don’t buy the second one, just to get one free,” Woroch says. He says you may come out of Black Friday spending extra money on things you don’t really need. And if you’re on a budget, “you could get in big trouble for this.”
Earn more and get ahead with CNBC’s online courses. Black Friday starts now! Enjoy a 25% discount on selected courses and a 30% discount on special packages With coupon code GETSMART. Offer valid from November 17 to December 5, 2025.
Plus, Sign up for CNBC Make It’s newsletter get tips and tricks for success in business, money and life and Request to join our private community on LinkedIn connecting with experts and peers.
