Top ten tips for navigating Black Friday safely

With Black Friday just around the corner, it’s easy to be swept up in a wave of limited time offers, discounts and flash sales, only to make buying decisions that don’t suit your actual needs.

To reduce the risk of buyer’s regret, we’ve put together a list of tips to help ensure you’re fully informed and prepared ahead of the Black Friday sales.

1. Consumer rights don’t change during sales

Sales don’t affect your consumer rights. Whether you’re shopping on Black Friday, Cyber Monday or in the January sales, the same rules apply as when you buy items at full price. For example, you are entitled to a refund or exchange if the item you buy during a sale is faulty. Visit our section on shopping in the sales for more information.

2. Understand refund policies

Always check the shop’s returns policy before you buy. When you buy instore, returns due to change of mind are a gesture of goodwill – the shop is not obliged to take back the item if it is not faulty. When buying online, in most cases you have 14 days from when you receive your order to change your mind and ask for a refund.

3. Factor in the total price of your order

When ordering an item online, remember to check that delivery costs don’t drive the total price up too high. Also, make sure you’ve read and understood the seller’s return policies before you complete your purchase.

4. Pay using card

When buying online, paying by debit or credit card where possible offers stronger chargeback protections if something goes wrong.

If you’ve ordered items and haven’t received a confirmation email or text, follow up with the seller and your bank immediately. You should also monitor banking statements regularly and report any unusual transactions to your card provider immediately.

5. Make that list

Sales can put us under pressure and entice us to purchase items we don’t need. So before diving headfirst into Black Friday, make a list of the items you need and stick to it. Having a clear idea of what you want ahead of time minimises the risks of impulse buying and allows you to be more targeted with your shopping trolley.

6. Ignore the urgency messages

A lot of the messaging around Black Friday can rush us into decisions we wouldn’t otherwise make. When you see ads with messages such as “Limited time offer!” or “Only three left!”, don’t rush into clicking. Have another look over your shopping list, do your research and calmly decide if this item is really worth having right now.

7. Research prices beforehand

Part of the allure of Black Friday is securing products at a once-off, discounted price. But just because an item is 25% off, it doesn’t mean it hasn’t been that price before or won’t be again.

Do some research on the items you’re planning to buy to make sure the discount is genuine and hasn’t already been applied earlier in the year. If it has, weigh up how urgently you need the item. There's a good chance that waiting it out for a further sale after Christmas may save you money.

8. Shop around and compare prices

The first offer you see may not be the best available. Price comparison sites can help you get a clearer idea of where the best deals lie.

9. Avoid the scammers - stop, think and check before you click and buy

The sense of urgency on Black Friday can increase our vulnerability to being scammed. While there are more sophisticated scams out there, especially through social media, protecting yourself against them generally boils down to three key points:

• Stop: Scammers can mimic established brands to gain your trust and trick you into engaging. Whenever you see an ad or message calling for immediate action, pause and take in the details carefully.
• Think: Ask yourself, “Could this be fake?” Treat visual trust cues like logos with scepticism. Logos, “About us” pages and imagery can be faked, especially through AI. Trust your instinct – if you feel uneasy, check first.
• Check: Before engaging further, do your own research. Rather than clicking through a social media ad, visit the brand’s official website directly through your search engine and find the deal from there. If the brand is lesser known, seek out independent reviews, and/or contact the business directly to verify any offers.

10. Follow the golden rule

The golden rule of shopping safely online is that if it seems too good to be true, it more than likely is. If you’re buying an item, don’t hand over any money unless you are sure the item is legitimate, and never give out your personal information if you’re unsure who you’re dealing with.