We have all seen them: “90% OFF — TODAY ONLY!” banners, countdown timers, and huge “was/now” price cuts that make a purchase feel impossible to resist. But a big discount does not always mean a genuine bargain.
Fake sales online can make an ordinary price look like an exceptional deal by using inflated comparison prices, misleading urgency, or unclear terms. The good news is that you can check a few things before buying.
This guide explains how to spot fake discounts, avoid shopping scams, and verify whether an advertised deal represents genuine savings.
What Are Fake Sales Online?
A fake sale is a promotion that gives shoppers a misleading impression about the amount they are saving. One common method is displaying an inflated former or comparison price beside the current price.
For example, imagine a retailer lists headphones at $200 and marks them down to $100. If the headphones have rarely, if ever, been genuinely offered at $200, the claimed saving may give you a misleading impression of the deal.
The Federal Trade Commission has long addressed deceptive former-price comparisons. Its guidance says a former price used to advertise a bargain should be a genuine price at which the product was actually offered, rather than an artificial price created to make a reduction appear larger.
How to Spot Fake Discounts Before You Buy
1. Check Whether the Sale Is Always Running
Be cautious when a retailer appears to be permanently running a “closing down”, “liquidation” or “final sale”.
A promotion can still be legitimate even if it runs for a long time, so the duration alone does not prove that a sale is fake. Instead, compare the current price with its previous prices and check the terms of the promotion.
2. Question the “Was” Price
A large gap between the former and current price does not automatically mean you are getting an equally large saving.
Search for the same product at other retailers and, where possible, check its historical price. This helps you determine whether the advertised saving reflects a genuine reduction or simply a favourable comparison price.
3. Compare the Exact Product
Make sure you are comparing the same model, size, specification and condition.
A retailer's product may look similar to another listing but have different features, quantities or specifications. This is particularly important for electronics, appliances and branded goods.
The FTC recommends checking the full product description and considering the total cost, including shipping, handling, taxes and other applicable charges.
4. Be Careful With Extreme Discounts
An unusually large discount deserves closer inspection, particularly when the seller is unfamiliar, or the product is normally expensive.
Do not assume that every dramatic discount is fraudulent. Instead, verify the retailer, product, payment options, return policy, and price history before purchasing.
Watch Out for Shopping Scams on Social Media
Social media can make it easy for unfamiliar retailers to reach shoppers through highly targeted advertisements. A professional-looking advert is not proof that the seller is genuine.
Common warning signs include:
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A website using a domain that resembles a well-known brand
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Prices that are dramatically lower than those elsewhere
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Missing or vague contact information
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Poorly written policies or copied website content
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Pressure to pay through unusual methods
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Unclear return or refund terms
If an advert claims to be from a major retailer, visit the retailer's official website independently rather than relying solely on the link in the advert.
For expensive branded products, the FTC also recommends checking product details carefully because unusually cheap offers can sometimes involve counterfeit or stolen goods.
Use Price History Tools to Check Real Savings
A price tracker can be more useful than the retailer's advertised percentage because it shows how the price has changed over time.
CamelCamelCamel
CamelCamelCamel price tracker tracks Amazon product prices and provides price-history charts and price-drop alerts.
Before buying, look at the historical range and ask:
- Has the product regularly sold for the current price?
- Is the current price actually lower than usual?
- Did the price recently increase before the advertised sale?
Keepa
Keepa Amazon price tracker also provides Amazon price-history charts and price-drop alerts. Comparing historical data from a price tracker can give you more context than a retailer's “was/now” presentation alone.
Compare Prices Across Multiple Retailers
Do not judge a deal by the advertised discount alone. Search for the exact product at several reputable retailers and compare the final purchase cost.
Remember to account for:
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Shipping
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Taxes
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Required memberships
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Promotional conditions
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Product quantity
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Warranty or return terms
A product advertised as heavily discounted may not be the cheapest option once these factors are included.
Check Coupons After Comparing the Price
A sale price is not necessarily your final opportunity to save. Before completing your purchase, check whether the retailer has a valid coupon or promotional code that can be combined with the offer.
You can also check SavePlus coupon codes and deals for available promotions, but always read the coupon's terms, exclusions, and expiry information before relying on it.
The important point is to compare the final checkout price rather than focusing only on the headline discount.
Don't Let Countdown Timers Rush You
Countdown timers and “only a few left” messages are designed to create urgency. Sometimes these messages reflect genuine inventory or promotion limits; sometimes they may not provide meaningful information about whether the price is good.
Instead of buying immediately, take a moment to compare the product elsewhere.
If the timer expires and the same offer immediately reappears, that is another reason to question whether the urgency is genuine.
Check the Retailer's Policies
Before purchasing from an unfamiliar retailer, look at its:
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Return and refund policy
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Shipping information
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Customer-service details
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Privacy policy
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Warranty information
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Accepted payment methods
A genuine retailer should provide clear information about how orders, returns and refunds work.
For additional protection, consider paying with a method that provides dispute or fraud protections and keep your order confirmation and receipts.
Also remember that HTTPS only means the connection is encrypted. It does not prove that the retailer itself is legitimate. A scam website can also use HTTPS.
Use Price-Matching Policies Where Available
Price matching can provide another way to verify whether a retailer's price is competitive, although eligibility depends on the retailer and product.
For example, Target's Price Match Guarantee currently allows qualifying price matches for identical products subject to its conditions and exclusions. Requests can generally be made at purchase or within 14 days.
Best Buy's Price Match Guarantee similarly covers qualifying identical products from selected competitors, with exclusions for categories and promotional situations.
Always read the current policy before assuming a particular sale qualifies.
Which Products Need Extra Price Checking?
Some purchases are especially worth researching because prices can vary substantially between sellers, models and promotions.
Furniture and Mattresses
Compare the exact model and specifications rather than relying on a large advertised discount. Check whether the price includes delivery, assembly or other charges.
Jewellery
Compare the materials, specifications, brand and comparable products. A large percentage reduction does not by itself establish that an item represents good value.
Electronics
Check the exact model number, storage capacity, generation and included accessories. A cheaper listing may be a different version of the product.
Fashion
Look at the exact item, size availability, return conditions, and previous prices. A “sale” label does not necessarily mean the current price is unusually low.
A Simple Checklist for Avoiding Fake Sales
Before buying, ask yourself:
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What has this exact product sold for recently?
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What are other reputable retailers charging?
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Is the advertised former price credible?
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What will I actually pay after shipping and taxes?
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Are there coupon codes or other legitimate promotions available?
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Does the retailer have clear contact, return, and refund information?
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Am I buying because I need the product or because a countdown timer is pressuring me?
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Is the website the retailer's genuine domain?
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Are the product specifications and seller details clear?
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Does the deal still look good after comparing everything above?
If you cannot answer several of these questions, pause before purchasing.
Final Thoughts
The best way to avoid fake sales online is to ignore the headline discount and investigate the actual price.
Compare the exact product, check its price history, read the promotion's terms, and verify the retailer before paying. Price trackers such as CamelCamelCamel and Keepa can help with historical comparisons, while retailer policies can provide additional information about price matching and returns.
Most importantly, do not let a countdown timer or an enormous “was/now” saving make the decision for you. A few minutes of research can help you distinguish a genuine bargain from a marketing tactic or shopping scam.
FAQs
How can I tell if an online sale is fake?
Check the product's price history, compare the exact item across multiple reputable retailers and examine the retailer's policies. A large advertised discount is not enough evidence that you are getting a genuine bargain.
Are Black Friday deals always genuine?
No. A Black Friday promotion can be a genuine saving, but the event name itself does not prove that the price is the lowest available. Check historical prices and compare the exact product with other retailers before buying.
Is a website safe just because it uses HTTPS?
No. HTTPS encrypts the connection between your browser and the website, but it does not establish that the business is trustworthy. Check the retailer's domain, contact information, policies, and reputation as well.
Can I get my money back after a shopping scam?
It depends on the circumstances and how you paid. If you believe you have been scammed, contact your payment provider promptly, explain what happened, and ask what dispute or fraud options are available. Keep order records, receipts, emails, and screenshots as evidence.
Is it safe to use coupon codes found online?
It depends on the source. Use established coupon and retailer websites, check the code's terms, and confirm the final price at checkout. Avoid sites that ask you to install unknown software or provide unnecessary personal or payment information.
