A big red sale tag is one of the most powerful things in shopping. You see a crossed-out price next to a much lower one, your brain does the math, and your finger is already on the “Add to cart” button.
But a sale tag is just a claim. Sometimes it’s true. Sometimes the “was” price was never real, the discount only applies to something you don’t want, or the final price at checkout isn’t what the banner promised.
Here are the most common ways an ordinary price gets dressed up as a deal, and how to see through each one.
The inflated “was” price
This is the classic. The crossed-out price makes the discount look huge, but the item rarely or never sold at that price.
Watch for labels like:
- “List price” or “MSRP.” This is a suggested price from the manufacturer. Plenty of products almost never sell at it.
- “Compare at” or “Value.” Compared to what? Often it’s not clear, and it may not be a price anyone actually paid.
- “Typical price” that doesn’t match what the item usually sells for.
How to check: Look at the price history. What matters is what the item normally sells for, not what the tag says it’s worth.
The price bump before the sale
Some prices go up a little before a big sale, then “drop” back to roughly where they were. On paper, it’s a discount. In reality, you’re paying the normal price.
How to check: A price history chart makes this easy to spot. If the “sale” price matches the price from a few weeks ago, nothing really changed.
The percentage that hides the dollars
“Up to 70% off!” sounds amazing. But “up to” means only some items get that discount, and they’re often the ones you least want.
Percentages can also mislead in the other direction. A small percentage off an expensive item can save you more than a big percentage off a cheap one.
How to check: Look at the actual dollar price you’ll pay for the exact item you want, and compare that to other stores.
The wrong version
Sometimes the deal is real, just not on the thing you want. Only one color is discounted. Only the smallest storage size. Only the older model. The listing makes it easy to miss.
How to check: Before you buy, confirm that the color, size, storage, model year and bundle in your cart are the ones that are actually on sale.
The bundle that isn’t a bargain
Bundles can be great, or they can pad the price with accessories you don’t need and wouldn’t have bought.
How to check: Add up what you’d pay for just the items you actually want. If buying those separately is cheaper, skip the bundle.
The price that grows at checkout
The price on the listing isn’t always the price you pay. Watch for:
- Shipping and handling that eats up the discount
- Required add-ons, like a membership or subscription
- Coupons that need to be clipped or only apply under certain conditions
- Fees that only show up on the last screen
How to check: Compare the final checkout total, not the headline price.
The countdown pressure
Timers, “only 3 left,” “47 people are viewing this.” These are designed to rush you past all the checks above.
Sometimes they’re accurate. But a real deal still makes sense after you take a minute to check. If the only reason to buy right now is the clock, that’s a good reason to slow down.
The seller you don’t know
On big marketplaces, many listings come from third-party sellers who set their own prices and their own “was” prices. Some are great. Some aren’t.
How to check: Look at who’s selling and shipping the item, read recent seller reviews, and make sure the item is new if that’s what you’re paying for.
A quick fake-discount checklist
- Check the price history. Is this actually lower than usual?
- Ignore the crossed-out price. Compare to what it normally sells for.
- Confirm the exact version in your cart.
- Compare at least one other store.
- Look at the final checkout total.
- Check the seller.
- Ignore the timer until everything else checks out.
The bottom line
A fake discount doesn’t usually involve a lie you can catch in one glance. It’s a “was” price that was never real, a percentage that hides the dollars, or a final total that doesn’t match the banner. A couple of minutes of checking catches almost all of them.
For more on waiting for the right price, read patience is a virtue, even when you’re hunting for a deal. Then browse the latest deals, and if you find a real one I missed, send it my way.
