The annual shopping phenomenon of Black Friday is almost here, falling on November 28, 2025. However, the sales frenzy has already begun, stretching from a single day into a week-long global event, including in Australia. While it seems like the perfect time to bag a bargain, the Australian Competition and Consumer Commission (ACCC) has issued a stern warning to retailers, placing them on high alert for deceptive practices that could trick consumers.
Common Black Friday Scams to Watch For
The consumer watchdog has announced it will be closely monitoring for a range of misleading sales tactics. Retailers found guilty could face significant financial penalties. For shoppers, understanding these tricks is the first line of defence. The ACCC is specifically targeting practices such as:
- Ads claiming a sale is "storewide" when only select items are discounted.
- Countdown timers that display a false sense of urgency with inaccurate timeframes.
- Fine-print disclaimers that secretly exclude popular items from promotions.
- Promotions like "up to X% off" where the maximum discount applies to very few products, or the "up to" text is hidden.
- Dishonest price comparisons where the "before" price was artificially inflated just before the sale.
Why the ACCC is Cracking Down on Misleading Sales
You might wonder why the ACCC is so vigilant about what seems like mere marketing puffery. The answer lies in the cumulative harm these tactics cause. Sales marketing is designed to appeal to emotion, using strategies like strike-through prices and prominent percentage discounts to pressure consumers into quick purchases. When misled, shoppers are less likely to rationally assess the true value of a deal.
According to Professor Jeannie Marie Paterson from the University of Melbourne, this undermines fair competition. If dishonest sellers can trick consumers with illusory discounts, they gain an unfair advantage over honest competitors. Australian Consumer Law exists to ensure consumers can trust advertisements at face value, promoting a market that rewards transparency rather than deception.
How to Protect Yourself and Spot a Bad Deal
To ensure you get a genuine bargain this Black Friday, it pays to be proactive. Before the sale begins, take a screenshot of the items you want. This allows you to verify if the discount is real and confirms you are not being sold an older or cheaper model.
Always take a moment to scrutinise the discount. Does it represent true value, or is it just attractive packaging on a mediocre offer? Finally, if you believe you have been misled by a pricing strategy, you can and should complain to the ACCC. Be sure to gather evidence, such as screenshots of the advertised offer, to support your claim for fair treatment.
