Experts reveal five essential strategies to help shoppers secure genuine bargains without falling for sales traps this Black Friday.

Black Friday fever has once again gripped the nation, with shoppers flocking to stores and scrolling through online deals in search of the ultimate bargain. But not all that glitters is gold. Consumer watchdog Which? warns that many Black Friday discounts aren’t as impressive as they seem—often matching or even exceeding prices seen at other times of the year.

To help shoppers navigate the chaos, retail experts have shared savvy strategies designed to protect both your budget and your sanity. If you’re ready to beat the hype and shop smart, these five tips are your secret weapon.

1. Make a List and Stick to It

Before you dive headlong into the frenzy, pause. Think about what you actually need. Sarah Johnson, director of merchandise consultancy Flourish Retail, says preparation is key: “It’s only a bargain if it’s something you wanted or needed before seeing the discount.”

Start with a list of must-have items—whether it’s a new TV, winter coat, or early Christmas presents. By doing this, you’ll avoid the temptation of impulse buys. Johnson emphasises, “Stay within your budget, and you’ll maximise savings without splurging on things you don’t need.” A little planning can go a long way in ensuring your purchases remain purposeful.

2. Do Your Homework: Compare Prices

A hefty discount can seem enticing, but how do you know it’s a genuine deal? Price comparison websites like PriceSpy and CamelCamelCamel can reveal if an item has truly been reduced.

“Retailers often inflate prices just before Black Friday to create the illusion of a deep discount,” warns Tom Harris, a consumer affairs expert. A quick price check will tell you if you’re getting real value or just a cleverly disguised offer.

3. Beware of Hidden Costs

An attractive price tag can quickly lose its shine when extra fees sneak in. Be vigilant about shipping costs, restocking fees, or additional warranties. Many online retailers offer “free shipping,” but only if you spend over a certain amount.

“It’s easy to get caught off guard by small print,” Harris advises. He suggests double-checking return policies too. If an item needs to be returned, ensure you won’t face hefty charges that erode your savings.

4. Resist the ‘Urgency’ Trap

“Limited time only!” “Last few left!” These are common tactics designed to panic shoppers into hasty decisions. Retail psychologist Dr Emily Roberts explains, “Creating urgency is a classic trick to manipulate buyers into feeling they’ll miss out.”

Instead, take a moment to step back. Breathe. Ask yourself if you genuinely need the product—or if it’s the marketing that’s tempting you. The truth? Many deals reappear later, often at the same or even lower prices.

5. Stick with Trusted Retailers

Black Friday can be a magnet for scams, especially online. While lesser-known retailers may offer eye-popping discounts, the risks are high—think counterfeit goods or no customer service.

“If the deal seems too good to be true, it probably is,” cautions Harris. Stick with reputable brands or verify unfamiliar sites by checking reviews. Look for secure payment methods and the padlock symbol in the browser to ensure safe transactions.