Home / The truth behind the tag: what Black Friday prices really mean
21st November 2025
Laura Crowe, Associate
Slashed prices, flashing banners and “unmissable deals”- but with so many “was/now” and “up to” claims how can consumers tell which offers are genuine?
Learn how to spot genuine Black Friday savings. Our commercial lawyers explain what pricing claims really mean, how the Advertising Standard Authority (“ASA”) and Competition Markets Authority (“CMA”) regulate discounts, and what consumers should be looking out for.
A “Was £100, Now £60” label only tells half the story. The CMA makes clear that the “was” price must reflect a genuine previous selling price, offered for a meaningful period. If the higher price was only charged briefly, or if only a few sales were made at that price, the discounted price could be misleading, and you might not be getting the savings you think.
Tip: Check how long the higher “was” price existed (if you can) or see whether similar retailers are offering comparable discounts.
Headline savings such as “Up to 70% off” can sound enticing, but the ASA expects these claims to be representative. The claims are only acceptable if a significant number of items get the top discount and cannot apply to only one or two items. If you are browsing hundreds of items but only a handful meet the 70% target the “up to” claim can feel hollow.
Tip: If the majority of items are only 10-20% off, the deal may not be as generous as it appears, click through to see how many items actually hit the top discount – and compare across categories.
“Only 2 left!”, “Offer ends at midnight”- these are classic urgency triggers and can push you to make hasty shopping decisions. The CMA warns against false urgency claims- for example, suggesting limited stock when more is available, or repeatedly extending countdown timers. Retailers must ensure that stock and time-limited claims are accurate and verifiable.
Tip: If the same countdown resets the next day, treat it as a red-flag- not a reason to panic-buy.
A discount can quickly loose its shine if delivery is delayed, returns are restricted or extra fees apply. Some online promotions may offer low prices, but only with slow shipping or limited returns. These are fine- as long as they’re transparent. Always check:
Tip: Before you click “Buy”, check the checkout / terms page for any amendments to the usual shipping and returns policy. A clear returns window and upfront delivery estimate are signs of a compliant retailer.
Big sales can make it easy to overlook subtle differences, the same product could be sold elsewhere for less. You can use price comparison tools to see if the same item varies in price, warranty or delivery speed between retailers.
Tip: Focus on total value- not just the discount headline. Factor in delivery costs, returns, warranty and after-sales support before deciding where to buy.
Black Friday is an opportunity for great deals- but by understanding how pricing claims work and what rules apply, consumers can shop confidently and avoid being misled. A few minutes spent reading the small print can make the difference between a real bargain and a regrettable buy. After all, an informed shopper is a protected shopper.
Markets change fast and sales promotions evolve- but the fundamentals of fairness, transparency and consumer rights remain the same. Our Commercial team can offer advice on consumer contracts, pricing practices or advertising compliance.
Contributor: Imogen Unwin, Trainee Solicitor
External Sources
Promotional marketing: terms and conditions and significant conditions – ASA | CAP
Using urgency and price reduction claims online – GOV.UK
Top Tips for Black Friday and Cyber Monday Promotions – ASA | CAP