Black Friday advertising is designed to make shoppers feel that a deal will disappear if they do not act immediately. Some discounts are genuine, but a large percentage-off label does not prove that an item is cheaper than it was last week—or that the seller is legitimate. The safest way to shop is to compare the exact product, check the total cost and slow down when a deal creates pressure.

1. Compare the product’s price history

Before buying, search the exact model number—not just the brand or product category. Retailers sometimes use similar product names for different generations, sizes or configurations. A television with a lower price may have a different panel, refresh rate or feature set; a laptop may have less memory or storage than the model used in an advertisement.

Compare the current price at several established retailers and, where possible, review historical price data from a reputable tracker. A reference price can be misleading if the product rarely sold at that amount. The question is not how large the advertised discount looks; it is whether the current total price is competitive for that exact item.

2. Check the final cost, not just the headline

Shipping, taxes, delivery fees, required memberships and add-on products can change the total. Read the offer terms to see whether the price depends on a subscription, a trade-in, a bundle or a limited payment method. A discount that requires buying accessories you do not need may not save you money.

Also check whether the item is new, refurbished, open-box or a clearance model. Those descriptions can affect warranty coverage, return rights and condition. The Federal Trade Commission recommends reviewing product details, seller information and the full cost before purchasing.

3. Watch for fake stores and look-alike websites

Scammers may create websites that imitate familiar retailers or use paid social-media ads to promote products at implausibly low prices. Check the web address carefully, search the seller’s name with words such as “complaint” or “scam,” and verify the company’s contact and return information independently.

An HTTPS address means the connection is encrypted; it does not prove the store is legitimate. Avoid clicking a shopping link in an unexpected text, email or social-media message. If an offer claims to come from a retailer, open the retailer’s official app or type its known address into your browser instead.

4. Treat urgency and payment pressure as warning signs

Countdown timers, “only one left” notices and messages claiming your account will be closed can pressure shoppers into acting without checking. A legitimate limited-time offer may exist, but urgency is not evidence that a seller is trustworthy.

Be especially cautious if a seller insists on gift cards, cryptocurrency, wire transfers or a payment app transfer to an individual. The FTC warns that these methods can make it difficult to recover money. A credit card generally offers stronger dispute protections than many other payment methods, though it does not guarantee a refund in every situation.

5. Read return, delivery and warranty terms

Before checkout, confirm the expected shipping date, return window, restocking fee, return-shipping responsibility and warranty coverage. Sale items may have different return rules. If a gift must arrive by a particular date, check the actual delivery promise rather than assuming a “Black Friday” label means it will ship immediately.

Keep the order confirmation, product description, receipt and seller’s policy. The FTC says online sellers must ship within the time promised in the advertisement; if no time is promised, federal rules generally require shipment within 30 days after receiving the order information and payment authorization.

6. Build a short shopping plan before the sale

• Set a total spending limit, including tax and shipping.
• Write down the exact model and features you want.
• Record the price at more than one established retailer.
• Decide the maximum price you are willing to pay.
• Check return policies and warranty details before checkout.
• Use a payment method with appropriate dispute protections.
• Save receipts and order confirmations.

What to do if you think you were scammed

Contact your bank or card issuer immediately if you shared payment details or see an unauthorized charge. If you used a password on a suspicious site, change it anywhere else you reused it and enable multi-factor authentication. Report suspected fraud to the Federal Trade Commission at ReportFraud.ftc.gov. If a message impersonated a retailer or delivery company, report it through the company’s official channels as well.

The bottom line

The best Black Friday deal is a product you actually need, from a seller you can verify, at a price that compares favorably with its real market history. Ignore pressure tactics, check the exact model and total cost, and never let a countdown timer replace basic research.

Related reading: 25 Websites That Can Actually Save You Money; How to Spot a Real Gaming Deal.

Sources: Federal Trade Commission: Online shopping; CISA: Shop safely during the holiday season; FTC: Shopping and consumer protection.