The Black Friday sales officially commence in a few days, with businesses already starting early with 'unmissable' discounts and 'best-ever' deals. While it can be tempting to buy a sparkly new appliance, CHOICE research reveals over half (53%) of people who have bought something in a Black Friday sale have regretted the purchase or had a negative experience.
"Black Friday deals are rarely 'the lowest price ever', and with many deals on offer, it's important to do your research before you buy so you grab a genuine bargain you don't regret," says CHOICE journalist Liam Kennedy.
"While our research shows 72% of people who have purchased in a Black Friday sale say the event helps them save money on things they would have bought anyway, we also heard from shoppers who were left with buyer's remorse," says Kennedy.
CHOICE research found:
- 52% of shoppers said they spent more money than intended
- 48% of shoppers said they bought items they didn't need
- 47% said the Black Friday marketing and promotions made them feel pressured to buy
"Retailers are doing every trick in the book to get people to make a purchase, and our research shows people are often left feeling pressured or disappointed," says Kennedy.
Recently, the ACCC put retailers on notice, announcing it would conduct a Black Friday sales sweep to identify misleading or deceptive sales of advertising practices after uncovering a range of dodgy sales tactics in last year's sales.
To avoid getting caught up in the sales hype, CHOICE experts have collated their top tips for shopping the sales.
CHOICE's top tips for shopping the Black Friday sales:
- Do your homework
"If you're looking to make a big household purchase like a TV or mattress, do your research and check out our latest reviews and Black Friday guides to find the best performing model so you don't walk away with a dud product," says Kennedy.
- Compare prices
"We often see retailers making a big deal of discounting a product for Black Friday when in reality they're not even offering the best price. Compare the prices across different stores to find the best deal. Sales might also not be as good as ads make them out to be, so check for any limits and exceptions," says Kennedy.
- Avoid expensive add-ons
"Don't spoil your bargain by paying for an unnecessary extended warranty, or additional accessories that could be cheaper elsewhere," says Kennedy.
- Check a store's return policies in advance
"While retailers have to provide a refund, replacement or repair if a product is faulty, you're not guaranteed a remedy if you change your mind. Make sure you check the retailer's return policies if you think there's a chance you may have to return it," says Kennedy.
Editor's notes:
Research designed and analysed by CHOICE with fieldwork provided by Dynata, an ISO 20252 and 26362 accredited organisation and full AMSRO member. The survey was conducted 18–19 October 2025 via Dynata's weekly omnibus with a nationally representative sample of 1,009 Australian adults, weighted by age, gender and location to match the 2021 ABS Census.
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