With CCPC research highlighting consumer concerns around misleading discounts and unplanned spending, knowing how to spot genuine bargains and avoid scams is an important consideration for shoppers ahead of Black Friday. So, what should consumers look out for to make sure they’re getting real value for money?
Artificial price inflation is a common tactic to watch for, with some retailers raising prices in the weeks leading up to Black Friday to make discounts seem more substantial. consumer pricing rules enforced by the CCPC are designed to prevent this and ensure advertised savings are genuine.
Dr Aoibhín de Búrca, director of communications and consumer information at the CCPC, explains: “Retailers must base any advertised discount on the lowest price the product was on sale for in the previous 30 days. That prior price should be displayed alongside the discounted price, so consumers can see what the saving is actually based on.”
However, she advises consumers to do their own research and to look beyond headline discounts to make sure they are getting genuine value for money.
“If you know there is something you want to buy, keep an eye on the price in advance of Black Friday and compare what different retailers are charging.
“Compare the actual selling price, rather than simply comparing the percentage discounts being advertised. A retailer advertising 30% off doesn’t necessarily offer a better deal than another advertising 20% off if their starting prices are different.”
Aoibhín also highlights the need to be cautious of crossed-out recommended retail prices (RRPs) and time-sensitive deals, which can create a false sense of urgency and pressure shoppers into making purchases without properly considering whether they offer meaningful value.
Beware of scam websites
Aoibhín also urges consumers to remain vigilant when shopping online, warning that scam websites are becoming increasingly sophisticated.
“Scam websites are appearing more convincing, often sidestepping a lot of the most obvious red flags. Many now have an Irish address on the site. There are also social media ads that lead to fake or ‘cloned’ websites made to look like legitimate websites to trick consumers.
“These scams can become more prevalent during high shopping periods such as Black Friday and Cyber Monday with the aim of catching out consumers who are actively searching for good deals.”
For this reason, if buying from an unfamiliar website, particularly one discovered through social media, Aoibhín recommends researching before buying.
“If you’re unsure if an ad you spot on social media is legitimate, always check the business’s profile to see if it looks like a well-established business. The ‘About’ information on their profile should tell you when the page was set up and where it’s based. Look to see how many followers the account has, and if other details are provided such as a website, phone number or address.”
The same scrutiny should be applied to the retailer’s website, as Aoibhín explains:
“Registration of a .ie address normally requires proof of an Irish connection, but scammers can still spoof Irish identity or mislead consumers.
“Under consumer law, a business operating in the EU must provide contact details, so check the retailer’s website for a physical address, phone number and email. You can check Google Maps to see if the business is where it says it is. Look up independent review sites to see what others are saying about the business such as Trustpilot.”
Ultimately, Aoibhín returns to a familiar warning that is particularly relevant during the Black Friday sales:
“If a deal seems too good to be true, it probably is. If a branded product is dramatically cheaper than you can find it elsewhere, that is a reason to stop, think and do further research rather than rush to take advantage of what looks like a great bargain.”
How to handle returns
According to CCPC research, three in five shoppers do not intend to check the returns policy for every purchase, despite 84% of prospective Black Friday shoppers expecting to buy at least some items online. Aoibhín stresses the importance of checking these policies before completing a purchase.
“Always check the returns policy before buying and make sure you understand how you would return an item if you needed to – don’t assume that every retailer has the same policy.
“As long as you buy from a retailer based in the EU, any delivery, returns or refund policies on retailer’s websites cannot override your statutory consumer rights.
“However, if you’re buying from retailers outside the EU, your rights are not as strong so reading the fine print of their policies is very important.
“You should also consider that from 1 November 2026, a new Union Handling Fee (UHF) will take effect and apply to each item in an online purchase that arrives in Ireland from outside the EU, regardless of the value of the purchase.
“The UHF is €2 per item and is applied on top of the EU customs charge of €3 per unique item. Since 1 July of this year, the customs charge applies to each item in parcels under €150.”
Aoibhín also reminds consumers that avoiding costly mistakes is just as important as finding a good deal.
“Think before you buy, make a list of what you actually need, set a budget and stick to it. A bargain isn’t a bargain if you didn’t need the item in the first place.
“And if you’re considering Buy Now, Pay Later (BNPL), remember that this is a form of credit, like taking out a loan. BNPL makes it more likely for consumers to purchase things they don’t need and to spend more money than they originally planned.
“Don’t let the combination of a time-limited sales and the option of spreading the cost encourage you to spend more than you can comfortably afford or put you under financial stress down the line.”
Helplines: CCPC consumer helpline: 01 402 5555; Read more. Details about the Union Handling Fee.
