The Price Before the Price: Why Black Friday Discounts Deserve a Second Look

Written by Safegram Editorial Team

An EU-led check found that 30% of 314 online traders used incorrect discount reference prices. As November shopping campaigns begin, the real question is not how much a retailer says you will save — but which price it used to calculate that saving.

Every Black Friday advert wants the shopper to look at the number in red. But a sale percentage is only as trustworthy as the price it was calculated from. A regulator can test that claim; a buyer often has only seconds to decide whether to believe it.

On 26 March 2026, the European Commission and participating consumer authorities published the results of a coordinated sweep of 314 online traders. They reported that 30% referenced discounts incorrectly. The review covered retailers across different sectors and involved authorities from 23 EU Member States, Iceland and Norway. It was a targeted compliance screening, not a representative estimate of every European retailer. [1][2]

The findings have practical relevance as November promotions gather pace. They also reveal a larger weakness in online commerce: a convincing product page, a verified-looking account or a polished creator video cannot, by itself, establish that a claimed saving is genuine.

Key takeaways

• In Ireland, an advertised reduction on goods generally uses the lowest price charged during the preceding 30 days as its reference price — not whichever higher price produces the largest percentage. [3]

• The March 2026 EU sweep found incorrect discount references in 30% of 314 checked traders; other problems included unexplained price comparisons, automatic add-ons, artificial urgency and fees shown too late. [1]

• A retailer should keep a dated price history and distinguish genuine product discounts from comparisons, service offers and shipping costs.

• Creator promotions must be recognisable as advertising when commercial; a clearly labelled post can still mislead if its price claims are inaccurate. [4]

What did Europe actually find?

A “sweep” is a coordinated check conducted by consumer authorities, rather than a final judgment in each individual case. The European Commission’s 26 March release said that 30% of the 314 checked online traders had used an incorrect discount reference. The same screening reported that 36% tried to add optional items to baskets and, within that group, 40% did so without clearly asking for consent. [1]

The authorities also found that 34% of screened traders used price comparisons; 60% of those comparisons lacked a clear explanation of the benchmark. Eighteen per cent used pressure-selling devices such as scarcity or countdown claims; the authorities considered more than half of those instances misleading. Ten per cent used “drip pricing”, where extras such as service or shipping fees appeared late in the transaction. These percentages describe the screened set and overlapping practices, not the share of all European shops. [1][2]

The contrast with consumer confidence is telling. In separate Irish research published by the Competition and Consumer Protection Commission (CCPC) on 17 November 2025, 63% of surveyed consumers said they did not trust the accuracy of pre-sale prices or percentage discounts during sales. Ipsos B&A conducted that nationally representative survey of 1,034 people aged 15 and over in Ireland in October 2025. It measures reported attitudes, not the proportion of discounts that were false. [5][9]

Ireland’s 30-day rule: the “was” price has to be real

When an Irish trader announces a price reduction for goods, the “prior price” is generally the lowest price it applied to the item in the 30 days before the reduction. Under Ireland’s rules implementing the EU Price Indication Directive, it is this earlier price that should anchor the discount calculation. That stops a seller raising a price shortly before a sale and then presenting the reversal as a substantial bargain. [3]

A simple example that changes the discount

Imagine an independent Irish homewares shop sold a lamp for €80 for most of October, increased it to €100 for a fortnight, then promoted it at €72 with a “28% off” label. If €80 was the lowest price in the applicable 30-day look-back period, €80 — not €100 — is the required prior-price reference for the advertised reduction. €72 is 10% below €80. This is an illustrative calculation, not a real retailer or listing. [3]

CCPC guidance explains important nuances: successive reductions within one uninterrupted sales campaign can keep the price reference from before the first reduction, while separate campaigns within 30 days must satisfy the general rule again. Goods introduced recently and certain other circumstances can raise more detailed questions. Retailers should consult the official guidance rather than rely on a social post explaining the rule in one line. [3]

A key boundary: the specific 30-day prior-price announcement rule concerns goods. Promotional claims for services also have to comply with general rules against misleading advertising, but it would be wrong to state that the identical price-history mechanism automatically applies to every service quotation. [3][6]

AI-generated editorial illustration: a business owner reviewing an offer before publication. A sound promotion needs a recorded price history, not only an attractive graphic.

The price in the basket may tell a different story

The same EU sweep shows why shoppers should follow the transaction beyond the headline price. A low item price is less informative when a mandatory charge appears after several checkout screens. A pre-ticked product, additional membership or poorly explained fee may make the final total harder to compare. [1]

For Irish and EU traders, the principles are straightforward: show the relevant total and material conditions clearly, do not add optional purchases without the shopper’s informed agreement, and never simulate scarcity or a deadline that is not genuine. Even when an additional delivery cost is variable, the terms should be communicated before a customer commits. [1][6]

These design choices are not exclusively European concerns. The UK Competition and Markets Authority’s January 2026 price-transparency guidance says unavoidable fees belong in the advertised total, while the US Federal Trade Commission has long warned against fictitious former prices and misleading price claims. The precise legal tests differ: Ireland’s EU-derived 30-day reference rule should not be presented as a UK or US statute. [7][8]

When a creator shares the deal, accountability travels with the link

The purchase journey often starts before a retailer’s website: a reel, a recommendation, a local-group post or a creator demonstrating a product. In the CCPC’s November 2025 survey, 28% of people planning to shop the Black Friday or Cyber Monday sales said a recommendation from a social-media influencer would be likely to affect their purchase decision. Among likely sale shoppers aged 15–24, the figure was 40%. Those figures concern stated influence, not verified sales conversions. [5]

Irish CCPC and advertising-industry guidance requires influencers to identify commercial content clearly. A paid collaboration, a benefit from a brand or advertising one’s own business can trigger disclosure duties; the guidance calls for clear, prominent identification such as “#Ad” in the relevant circumstances. Unsolicited gifts without brand influence have a separate, limited “#gifted” treatment in that guidance; not every gift arrangement is the same. Yet the CCPC also warns that a properly labelled post can breach consumer law if its claims are misleading. A creator who says an offer is “half price today” should therefore check what “half price” actually means. [4]

For social commerce platforms that want to earn trust, including Safegram, identifying the seller and checking the offer are separate tasks. Knowing who presents an offer does not establish that its reference price is accurate, its countdown genuine or its delivery promises reliable. A useful trust policy should keep those questions distinct rather than present an identity signal as proof of a bargain. This is a product-design principle, not a claim that Safegram has independently checked every promotion.

AI-generated editorial illustration: two customers compare an offer before buying. A familiar recommendation is not a substitute for checking price and seller details.

The fairest promotion is often the simplest one

For an independent Irish shop, the commercial pressure is understandable. Large marketplaces compete on advertising reach, logistics, breadth of choice and customer convenience; a smaller business cannot always match the spectacle of a week-long flash sale. But it can compete on clarity, product knowledge, service and a trustworthy customer relationship.

A straightforward sale card can include the product and model, current price including tax, genuine applicable previous price, any relevant restrictions and the date the offer ends. If a creator is promoting it for a benefit, the advertisement must be labelled. If a return, delivery or customs condition materially changes a purchase, the customer should not discover it only after payment.

Consider an illustrative Dublin candle maker. Rather than invent a 70% markdown, the maker could offer a real €5 reduction on an item with a documented prior price, describe the scent and ingredients accurately, and explain collection or delivery options. A clearly presented offer does not need a fake countdown. The example is hypothetical: no Safegram business, customer or sales result is being claimed.

How to check a Black Friday deal in two minutes

• Look at the actual price you will pay and, for a claimed Irish goods discount, the disclosed prior price. Calculate the percentage against the appropriate reference. [3]

• Search the exact product model or specifications at two independent retailers, bearing in mind delivery and returns. A different model or pack size can make an apparently identical deal incomparable.

• Watch for automatically selected extras, hidden fees, urgent countdowns and “only two left” claims unsupported by anything verifiable. [1]

• Identify the seller and its real contact and returns arrangements. A badge, a polished profile or an enthusiastic creator video is useful context, not proof of honest pricing or fulfilment.

• If the claim appears wrong, keep screenshots with dates, ask the seller for clarification and use the CCPC reporting guidance where appropriate. Contact your payment provider promptly if you suspect fraud or need to explore chargeback options. [10]

AI-generated editorial illustration: a local shop team prepares an order after discussing an online sale. Trust is reinforced by clear offers and delivery information, not exaggerated discounts.

What should change before the next sale?

The EU sweep is a warning about specific business practices, not a verdict on online shopping as a whole. Many sellers offer genuine value and use promotions responsibly. The point is that regulators are testing the promises made before checkout — from the previous price to the optional add-on — and have identified enough concerns to pursue further compliance work. [1]

For shoppers, a discount is evidence to check, not a command to hurry. For creators and businesses, the more durable strategy is to make every price comparison defensible. Platforms that want to earn trust should make it easier to communicate accurate prices and clear terms, without suggesting that identity verification alone solves everything.

The decision worth making before you click

The next worthwhile sale is not necessarily the one with the largest percentage on the screen. It is the one whose product, final price, merchant and promises stand up to scrutiny. If a business or creator wants to build repeat customers, clarity is a stronger foundation than urgency.

Explore Safegram at safegram.com, and apply the same price and seller checks wherever you shop. This article is consumer information and general commentary, not legal advice or a claim that every Safegram listing has been independently audited.

Frequently asked questions

What is the 30-day rule for sale prices in Ireland?

For an advertised price reduction on goods, the prior price generally must be the lowest price the trader applied in the 30 days before that reduction. Specific circumstances and successive campaigns may require closer examination under CCPC guidance. [3]

Did EU investigators find that 30% of all online shops use fake discounts?

No. In a March 2026 report, a coordinated sweep of 314 selected traders found 30% used incorrect discount references. It was a compliance screening, not a statistically representative estimate of every retailer or proof that all those traders committed intentional fraud. [1]

Can a store raise the price before Black Friday and use the new higher amount as “was”?

A trader generally cannot use a conveniently inflated recent price in place of the relevant lowest price in the preceding 30 days when announcing a reduction on goods. The discount must be calculated with the applicable reference price. [3]

Does the same Irish 30-day rule apply to discounted services?

The specific EU-derived prior-price rule addresses goods; service advertising is still subject to broader prohibitions on misleading claims. The correct legal analysis depends on the offer and context. [3][6]

Does an influencer have to label a Black Friday promotion?

Where there is a commercial benefit or connection of the kind covered by Irish influencer-advertising guidance, the post must be recognisable as advertising, with a clear prominent disclosure such as “#Ad”. Labelling does not excuse a misleading price claim. [4]

What should I do about a misleading online discount?

Record the advertised and checkout prices, capture the date and relevant terms, contact the trader, then consult the CCPC complaint and reporting guidance. Your bank or payment provider may also explain relevant payment-dispute options. [10]