Black Friday in 2026 falls on November 27 — the fifth day of the last week of November. However, as retailers note, most major chains are already launching promotional offers a few days before the official date, stretching sales into a full week or even a month. For the buyer, this means the window for profitable shopping opens as early as the beginning of November. At the same time, this exact period sees a peak in activity from both fraudsters and marketers using techniques that visually create the illusion of a discount while failing to actually lower the price of the item. Experts and regulators remind consumers: before placing an order, it is crucial to verify the authenticity of the offer and ensure the seller actually exists.
Artificial Price Inflation: The Main Trick of the 'Fake Discount'
One of the most widespread techniques highlighted by the State Service for Food Safety and Consumer Protection is the preliminary inflation of a product's initial price. The mechanics are simple: before the promotion, the seller raises the price and then 'reduces' it back to the normal level. The buyer sees a large discount percentage on the price tag, although compared to the actual market value, the savings are minimal or non-existent. An example cited in Styler materials illustrates this clearly: a coffee machine that cost 4,000 hryvnias before the promotion was repriced to 6,000 hryvnias ahead of Black Friday, and then offered for 3,900 hryvnias during the sale. The price tag reads '35% off,' while the actual savings amount to a mere 100 hryvnias. The regulator emphasizes that information about promotional offers must be accurate, and creating the illusion of a significant price reduction through the artificial inflation of the baseline price is unacceptable.
Practical Steps: How to Verify a Real Discount
Experts recommend a number of concrete actions before making a purchase. First, compare the promotional price with pre-sale prices and offers from other stores — ensuring you are comparing identical models rather than items with similar names. Second, use price history tracking services that show cost dynamics over preceding weeks and months. Third, pay attention to the package contents: a cheaper offer might apply to a simplified version of a device or a product missing additional accessories. Fourth, calculate the total cost including delivery, fees, and mandatory additional services that can significantly diminish expected savings. Finally, thoroughly study the promotional conditions: often the advertised price is only available via promo code, when buying multiple items simultaneously, or exclusively for loyalty program members. For expensive electronics, experts advise starting to track prices even before the sale begins to establish an objective baseline.
Marketing Techniques That Force Overspending
Not all promotional offers are fraudulent, but a number of marketing formulations provoke impulsive spending on unnecessary items. The formula 'second item at half price' looks advantageous, but to get the discount, the buyer is forced to purchase an extra unit they do not need, driving up total spending. The 'three items for the price of two' offer requires calculating the unit price of each item and comparing it with what those items would cost individually from other sellers. Messages about limited stock ('only two pieces left') create a sense of urgency; while not necessarily false, they should not replace independent price checking. Countdown timers ('discount valid for 10 more minutes') push shoppers toward spontaneous decisions, and a situation is especially suspicious if the promotion 'restarts' after the countdown ends. The condition 'free delivery starting from a certain amount' encourages adding unnecessary items to the cart whose cost exceeds the delivery fee itself. Before placing an order, evaluate the total purchase amount rather than the discount size.
Fraudulent Sites and Phishing: A Separate Risk Front
Aside from marketing gimmicks, cybercriminal activity surges dramatically during Black Friday. Malicious actors copy product photos, famous store layouts, and even customer reviews, creating websites and social media pages visually indistinguishable from legitimate ones. Their goal is to obtain prepayments or steal banking data. Cyberpolice warn that fraudsters frequently use exceptionally low prices as bait: after receiving a prepayment, they cut off communication and delete the page. Signs of a suspicious store include: demands for full prepayment to a physical person's card; a website address resembling a known brand but containing extra characters or typos; a recently created social media page with disabled comments; constant pressure from the seller and a refusal to discuss delivery terms. Additionally, during sales periods, users receive messages about allegedly exclusive discounts from famous brands — links in such messages can lead to phishing sites where personal and payment details are requested under the guise of processing an order. Before buying, check the store name, find independent reviews, and verify that the seller actually exists.
Buyer Rights and What to Do If You Spot Fraud
The State Service for Food Safety and Consumer Protection reminds consumers that sellers are obligated to provide accurate information about promotional offers. If a buyer discovers that a 'discount' was created by pre-inflating the price, they have the right to file a complaint with the service's territorial office. In the event of a purchase on a fraudulent site or loss of funds due to phishing, it is recommended to contact the Cyberpolice immediately while saving chat screenshots, links, and payment details. A general rule that lowers the risk of loss is not making financial decisions under the pressure of timers and limited stock; taking the time to verify the price and the seller always pays off.
