OVER the last few years, many shoppers around the country claim to have spotted fake Black Friday discounts.
Videos posted online showed sale signs for certain products at top retailers being placed over previous listings with the same price.
This implies there was no actual drop in cost on the item, but rather just a new sign that persuaded consumers to believe there was a deal.
clip went viral that showed a listing for a $649.99 Samsung TV.
While it had a “Black Friday Deals” header above the price, a shopper could then be seen sliding out the previous sign placed behind it that also showed $649.99, meaning there was no drop in cost.
This same process was repeated for another TV at $429.99.
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In a statement, Target argued that the items were on sale before WFAA.
Additionally, last year, personal finance influencer Tom (video.
Tom showed a “Black Friday Savings” advertisement for a Ryobi power tool at a price point of $24.97.
He simply peeled back the sign to reveal that the original price for the product was the exact same.
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“Black Friday here at Home Depot seems like a total scam,” he told viewers.
The influencer proceeded to peel back several signs with the original prices being the same as the sale price, and Home Depot employees in the comments claimed that “it’s all true” regarding the fake discounts.
So, what’s going on?
Given the recent confusion around what is actually on sale for Black Friday, at least 84% of American shoppers in 2025 even believe that retailers inflate prices ahead of the holiday to exaggerate discounts, according to new data from Lightspeed Commerce.
TACTIC IN PLAY
Their suspicions may be on the right track as well, according to marketing strategist Danielle (@everyrichgirlacademy).
She noted online that many prominent retailers use a strategy called “price anchoring” on Black Friday.
Top Black Friday Shopping Tips
- Start early
- Skip in-store sales and shop online
- Compare pricing using websites and mobile applications
- Take advantage of loyalty programs
- Use social media (TikTok, Instagram) to locate exclusive offers
- Create and stick to a spending plan
- Check store policies in advance (especially for returns)
Credit: Consumer Reports
“This a classic marketing tactic, what the retailers do is set an anchor, which is a high price for the product a couple of weeks before the actual sale starts…then they use urgency to trigger a fear of missing out on what this deal is going to get for you,” Danielle explained.
“It creates that urgency that you have to buy the deal this week or you’re never going to get it again.”
“In reality, we’re just falling for the illusion of the deal,” she added.
Basically, price anchoring occurs when retailers use a higher price as a reference point to make other prices seem like a better deal, per Impact Analytics.
The US Sun recently spoke to employees at Target and The Home Depot about the alleged price anchoring, but they claimed this wasn’t happening.
An anonymous staffer at the Target would not comment on the marketing tactic of inflating pricing beforehand, but told us that Black Friday sales are real drops in price from original listings.
A Home Depot worker similarly said that the “discounts are planned and adjusted” from the original price point before Black Friday as well, and they were also unaware of any inflated costs beforehand.
HONESTY POLICY
Either way, according to founder and CEO of Lightspeed Commerce, Dax Dasilva, as more and more shoppers become aware or suspicious of Black Friday discounts actually helping them save money, retailers would benefit more from a marketing strategy focused on being clear and upfront.
“Black Friday is still a make-or-break moment for retailers, but shopping behavior is shifting,” Dasilva told The US Sun.
“Consumers are buying fast and deciding later, so it’s up to retailers to guide that journey.”
“The best way to do that is with clarity — showing what discounts really mean, being upfront about fit and product details, and keeping customers informed on delivery and stock,” he continued.
“When shoppers feel confident, they buy smarter and return less. In a tight economy, transparency is the strongest sales strategy retailers have.”
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The US Sun also has the complete list of the best Walmart Black Friday deals for 2025, including details on exactly when sales start and how to get early access to them.
Shoppers should also keep the top shopping malls for Black Friday in mind, as the best one has 10 department stores, extended hours, and no crowds.