Introduction
Big sales events are hard to resist. Black Friday, Cyber Monday, Amazon Prime Day, and seasonal clearances promise dramatic markdowns and limited-time offers. The language is compelling “70% off,” “last chance,” “was £199, now £59” making you feel like you’re losing out if you don’t act fast.
But here’s the reality. Many of these deals are carefully orchestrated to look better than they actually are. Retailers know how to frame prices to push your psychological buttons and drive impulse purchases.
In this post, we’ll unpack the science behind deceptive sales tactics, show you how to separate real bargains from fake ones, and share visual tips to make you a smarter shopper.
1. The Illusion of the “Original Price”
Many sales rely on what psychologists call anchoring a cognitive bias where we heavily rely on the first piece of information we see (the “anchor”) when making decisions. In retail, this means you might see a £150 dress marked down to £75 and assume you’re getting a great deal.
However, a 2022 report by Which? found that over 80% of items advertised as discounted during big UK sales events were sold for the same or lower price earlier in the year. Retailers often inflate original prices before sales to make the discount seem larger.
2. Countdown Clocks and Stock Scarcity
Urgency is a powerful motivator. Countdown timers, low-stock alerts, and messages like “Only 2 left!” are designed to trigger FOMO (fear of missing out). This tactic exploits your emotional response before your logical mind can catch up.
A 2023 study by Baymard Institute revealed that countdown timers increase conversion rates by up to 27% on e-commerce websites even when the stock levels or deadlines are artificially created.
Watch out for:
- Resetting timers after refresh
- Identical scarcity messages on different days
- Sound notifications saying “someone just bought this”
3. The “Was-Now” Pricing Trap
“Was £89.99, now £29.99” looks impressive. But was the item really ever sold at £89.99?
According to UK pricing guidelines, retailers must have sold the product at the “was” price for a meaningful period before offering a discount. Unfortunately, enforcement is loose, and many stores raise prices just before sales to create fake markdowns.
In 2022, Consumer NZ tracked dozens of retail prices and discovered that some products were listed at inflated prices for only a few days before being discounted, violating fair trading rules.
4. Bundles and Minimum Spend Traps
Offers like “Buy One Get One Half Price” or “Spend £100 and get £20 off” often create the illusion of savings while encouraging overspending. In reality, these deals work only if the bundled products are items you actually need.
If you wouldn’t have bought two on your own, then the “savings” are costing you money.
A Deloitte study from 2021 found that nearly 64% of shoppers spent more than intended during promotions tied to thresholds or bundles.
5. Use Price Tracking Tools Before and During Sales
One of the best ways to protect yourself is by using tools that track price history. These include:
- CamelCamelCamel (Amazon price tracker)
- PriceRunner (UK-wide product comparison)
- Idealo
- Keepa
- Honey
These tools show the lowest price a product has been sold for in recent months. If a “deal” is just a return to the average price, you’ll know it’s not worth rushing into.
6. Emotional Triggers vs Logical Needs
Many fake deals appeal not to what you need, but how you feel. The excitement of sales events, persuasive product descriptions, and flashy visuals are all designed to bypass rational thought.
A 2023 study by the American Marketing Association found that consumers shopping during major sales events were 39% more influenced by emotional appeal than product value.
Before buying, pause and ask yourself:
- Do I really need this item?
- Would I pay full price for it?
- Am I reacting emotionally or logically?
7. Stick to Your Shopping List and Budget
Impulse buying is the Achilles’ heel of every major sales event. The excitement of “limited-time offers” can pull even the most disciplined shopper off course.
Plan ahead:
- Make a list of what you actually need
- Set a budget and stick to it
- Check product reviews before purchase
- Use wishlist features to avoid random browsing
According to Statista (2024), 72% of shoppers who created a budget beforehand were satisfied with their purchases, compared to only 41% of those who shopped spontaneously.
Conclusion
Sales events are great opportunities to save money but only if you can see through the smoke and mirrors. The best defence against fake deals is information. Understand the psychology, track the data, and use the right tools.
When you shop with intention rather than emotion, you’ll not only save money but also avoid buyer’s remorse. Smart shopping isn’t just about what you spend it’s about what you don’t get tricked into buying.