Black Friday: how to tell if a discount is real

1. The “previous price” has rules

In Spain, as across the European Union, when a shop announces a discount, the crossed-out previous price must be the lowest price it charged in the 30 days before the discount. This stops prices being raised a few weeks earlier only to be “discounted” later.

If you've had your eye on a product for a while, note its price a few weeks before Black Friday. It's the simplest way to know whether the discount is real for you.

2. Compare with other shops, not just with the crossed-out price

A big discount on a high price can still cost more than another shop's normal price. What matters is how much you pay, not how much you “save” on paper.

3. Make sure it's exactly the same product

Two products with the same name may not be identical: a different capacity, year or colour, or a version with fewer accessories. Check the manufacturer's reference or the barcode (EAN): if they match, it's the same item.

4. Look at the final price, not the headline

• Delivery: a few euros of shipping can wipe out the difference between two shops.
• Basket discounts: some only apply at checkout, with a code or a specific card. Check the total before you pay.
• Returns: check the deadline and whether returns are free. During big campaigns, some shops change their conditions.

5. Be wary of urgency

Countdown timers, “last items” and huge percentages are there to make you decide fast. If you didn't need the product before you saw the banner, you probably don't need it now.

A quick checklist before you pay

1. Do I know the price over the last few weeks?
2. Have I compared it at other shops?
3. Is it exactly the same model (reference or EAN)?
4. Have I checked the total including delivery?
5. Do I know how to return it and what it would cost?