If you're thinking about sorting Xmas prezzies or just itching to get yourself a little something, you're probably hanging out for the Black Friday sales. But not everything labelled a 'sale' is actually the bargain it appears to be. 

Consumer NZ is sounding the alarm ahead of the frenzy, urging Kiwi shoppers to stay sharp and not let the marketing fool them. There might just be a few bits of advice in here that could prevent some impulse purchases and help you keep a level head when the day comes. 

The hype starts way before Black Friday

As you've probably noticed, retailers begin pushing Black Friday deals well in advance, sometimes months before the actual event. According to Consumer NZ, this early advertising merges into Cyber Monday, Christmas promos, and even Boxing Day.

RNZ reports that buildup creates a constant buzz, making shoppers more likely to buy out of fear of missing out, not necessarily because it's genuinely a good deal.

Not all 'discounts' are legit

Here’s where things get tricky. A Consumer NZ investigation in 2023 found that of the products they tracked across major retailers, 77% were just as cheap - or cheaper - in the weeks prior to Black Friday than during the sale itself. In some cases, a “special” price on the day turned out to be more expensive than earlier in the year.

Retailers may present a discount against the recommended retail price (RRP), but what really matters is the actual market price over time. That’s why tools like PriceSpy and PriceMe are valuable - you can check historical prices and compare whether today's 'deal'  is really a saving.

Beware of pressure tactics and fake urgency

Black Friday marketing often leans heavily on psychology: Countdown clocks, “only one left,” and limited-time offers are all designed to make you act fast. Consumer NZ warns that such tactics are built to exploit FOMO, pressuring shoppers into impulse buys.

If you feel like you’re being rushed, take a minute and maybe question why you're so keen on this thing in the first place. 

Not all retailers are who they seem

Just because a website ends in 'co.nz' doesn’t guarantee it’s a New Zealand business. Some overseas sellers use local-sounding domains to create legitimacy, but may not deliver as promised. Before buying, check:

• Whether the site has real contact information

• Whether their business is registered in NZ

• Payment protection - for example, paying via credit card can allow you to dispute a charge if something goes wrong.

Use your rights - and your tools

If something feels off, turn to independent and trusted resources:

• Use PriceSpy or PriceMe to track real price history.

• Consider paying with a credit or debit card -  if the seller doesn’t follow through, you may be able to request a charge-back.

• Pause before using 'Buy Now, Pay Later' services. They can be tempting, but late payments quickly add up with fees.

Stay on the lookout for scams

Black Friday is a popular time for scammers, too. According to Consumer Protection, fake websites often pop up with unrealistically low prices. Look for:

• Secure websites (HTTPS + padlock in the browser)

• Legit NZ-based contact details

• Payment methods you can trust (PayPal, credit card, etc.)

With all this being said, Black Friday can offer genuine bargains, so don't feel you have to totally write that spending spree off. 

Do your research, don’t rush, and use reliable tools to separate the real deals from the marketing smoke and mirrors.