It's Black Friday sales season! That magical time when retailers cram our ears, inboxes and social feeds with shouty 'best ever' deals and 'unmissable' discounts.
The pressure to buy, to get ahead on your Christmas shopping, to finally snap up that air fryer you probably don't need, is real. You'd be remiss not to take advantage, right?
Well, sorta.
What used to be solely a US sales event, Black Friday is now big business for Aussie retailers. Shoppers are predicted to spend big on the four-day weekend from Black Friday (28 November) through to Cyber Monday (1 December), whipping out their cash to the tune of $6.9 billion. And sales have already kicked off with some retailers dropping deals as early as late October.
Retailers are trotting out every trick in the book to get you to part with your cash, and people are often left feeling pressured or disappointed
CHOICE editorial director, Mark Serrels
Although 'adding to cart' might give you a rush of endorphins, CHOICE experts warn that over half of the Australians we surveyed (53%) who have bought something in a Black Friday sale have regretted the purchase or had a negative experience. Issues include spending more money than originally intended, falling victim to misleading discounts, receiving poor-quality products, or problems with deliveries and returns.
"Black Friday deals are rarely 'the lowest price ever' or 'once in a lifetime'," says CHOICE editorial director Mark Serrels.
"And with so many deals on offer, it's more important than ever to do your research before you buy. Read the fine print, compare prices and check reviews on CHOICE to ensure you're getting good value.
"Retailers are trotting out every trick in the book to get you to part with your cash, and people are often left feeling pressured or disappointed," he says.
The bleak side of Black Friday
CHOICE research shows 72% of Australians who purchased something in a Black Friday sale say the event helps them save money on things they would have bought anyway, but we also heard from shoppers who were left with buyer's remorse.
Just over half (52%) told us they spent more money than intended, and 48% say they bought items they didn't need, while 47% said that Black Friday marketing and promotions made them feel pressured to buy.
And some of the regret was due to dodgy sales tactics by retailers. Almost a quarter (24%) of Black Friday shoppers reported being misled by a discount or price, and 28% said the goods they received were lower quality than expected. Issues with delivery or returns/refunds were also not uncommon among respondents (17%).
Over a quarter of shoppers (28%) said the goods they received were lower quality than expected
The ACCC recently put retailers on notice, announcing it would be conducting a Black Friday sales sweep to identify misleading or deceptive advertising, including creating a false sense of urgency, misleading messaging about how much products are discounted or failing to deliver on 'sitewide' or 'storewide' discount promises. This comes after they uncovered a range of dodgy sales tactics in last year's sales.
"You can avoid getting caught up in sales hype by doing your research, comparing models and brands for the things you really need and haggling on some big-ticket items," says Mark.
"Make sure you read the fine print and, if you miss out, don't stress – sales periods are getting longer, and the Boxing Day sales are right around the corner."
Tips for avoiding sales hype
Here's how to keep a level head and grab a genuine bargain next time you're shopping the sales.
- Stay informed: We've said it already, but big-ticket sale events are starting earlier every year, so follow your favourite brands on social media and sign up to their newsletters to get the first word on their offers.
- Do your homework: Looking to make a big household purchase like a TV, mattress or whitegood? Find the best performing models with our latest reviews and avoid buying a dud that a retailer is trying to get rid of in the sales.
- Compare prices: Just because a retailer has a product on sale doesn't mean they've got the best price. It could be cheaper somewhere else.
- Avoid expensive add-ons: Don't spoil your bargain by paying for accessories that could be cheaper elsewhere or an unnecessary extended warranty.
- Haggle: Even during a sale, you might be able to negotiate a cheaper price on some larger items like whitegoods and mattresses, especially older models.
- Check return policies and delivery policies in advance: While retailers have to give you a refund, replacement or repair when a product is faulty, you're not guaranteed a remedy if you simply change your mind. Make sure you check the retailer's delivery periods to ensure you're going to get the product in a timely fashion, and check a store's return policy if you're not sure if a gift you're buying will be well received.
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Stock images: Getty, unless otherwise stated.
