By Agbai Sharonjoyce
Each year around this time, the internet explodes with Black Friday hype. Shop ads scream “65% off” and “unmatched discount,” triggering a wave of euphoria among shoppers who think they’re about to snag the best deals of the year.
Many buyers assume that retailers lose money during Black Fridays because of the massive discounts. But here’s the kicker—Black Fridays are less about the lowest prices than about making consumers feel that they’re saving money.
The season of supposed unbeatable discounts is mostly a marketing strategy. To truly benefit, shoppers must counteract these tactics with smarter shopping strategies.
Seeing behind Black Fridays
A common trick employed by many retailers ahead of Black Friday is price inflation. For example, a deep freezer might sell for ₦220,000 in mid-October. By early November, the price rises to ₦280,000. When Black Friday arrives, the seller announces a “20% discount,” making buyers believe that they’ve saved ₦56,000.
In reality, the product is almost the same price as it was a month earlier.
The tactic is widely employed by large companies. Retailers often set artificially high prices before sales events to make the discounted price appear like a bargain.
The main objective of Black Friday for retailers is to clear out old stock and create a panic and create impulse buying. Old stocks get sold quickly, and customers—caught up in a frenzy—often buy more than they planned.
How to get real discounts
To avoid falling for fake discounts during Black Fridays, start tracking prices early. Check the price of desired items at least a month prior to starting.
If you shop on Amazon, tools like CamelCamelCamel or the Keepa browser plugin can help track price history and verify whether a deal is genuine.
Websites like Slickdeals also let you see community votes and comments on whether a deal is actually worth it.
When you see a huge discount, focus on the final price, not the slashed original price. Research the product’s quality. Sometimes, second-rate items are heavily discounted just to clear shelves.
Always stick to your shopping list. Buy only items you planned for. If an item wasn’t in your budget, do not buy it because it is sold cheap. The true goal of Black Fridays is to save money on products that are important to you, not to spend impulsively on an unnecessary item.
Deals are often repeated year after year on Black Friday, and some product models might be altered during the sales. Always confirm the model number of products you are interested in, and be sure to check the store’s return policy, as policies might change during sales, or some sale items might be removed.
Final takeaway
The days when Black Friday guaranteed the lowest prices for the year are behind us. Today’s sales are built around intricate marketing gimmicks. But with price-tracking tools, research and a clear shopping plan, you can outwit the system and secure a good deal.
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