What many suspected has been confirmed: Black Friday is actually a big marketing campaign. Discounts hardly ever reflect reality and prices on electronics and household appliances are on average 3% higher than the lowest price recorded in the previous 30 days, according to the Organisation of Consumers and Users (OCU).

According to a survey by Tandem Up, 85% of consumers planned to buy something on Black Friday. And the fact is that more and more people are bringing their Christmas shopping forward to take advantage of the supposed sales of this campaign. However, the reality is that the advertised discounts that they found were almost always false, according to a study by the OCU.

This research has compared the evolution of 16,000 online prices over more than a month, mainly for electronics and household appliances, but also in other areas. Its main conclusion is that 99% of the advertised discounts are not real. In fact, the theoretical average discount of 25% labelled for Black Friday turns into an average increase of 3% on the minimum price recorded during the last month.

Non-compliance with regulations

For most products, online retailers do not use the lowest price of the last 30 days as a reference for comparative savings, but any other price recorded during that period or even the recommended retail price, which breaches current legislation.

It should be borne in mind that Law 7/1996 on the Regulation of Retail Trade, recently amended to adapt it to European directives, establishes in article 20.1 that whenever articles are offered with a price reduction “the previous price must be clearly shown together with the reduced price” and that “the previous price shall be understood to be the lowest price that had been applied in the previous 30 days”.

Fortunately, if you think that your rights have been violated, you can file a complaint with the Catalan Consumer Agency, a Municipal Consumer Information Office or one of the Consumer Arbitration Boards.

Catalonia is no exception

Bad practices on Black Friday seem to be widespread if we take into account research on the previous Black Friday campaign in the UK that reaches very similar conclusions to those of the OCU.

After checking 214 offers at seven of the UK’s leading home and technology retailers (Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very) during the 2021 Black Friday campaign, it found that 86% of these items had been offered cheaper or at the same price at some point in the six months prior to Black Friday. 

It’s clear that Black Friday discount labelling can’t be trusted, so the only alternative, if you’re looking for bargains, is to keep track of price trends for the products you’re interested in. This is the only way to make sure you get them at the right time.

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