Is the sale price real? Four checks before you buy
A crossed-out price proves nothing. Compare sellers, track the price over time and read the small print on "was" prices.
Retailers want you to see a big gap between a "was" price and a "now" price. The gap is easy to inflate.
Check 1: compare the same product elsewhere#
Find the exact model number and compare it across two or three sellers. If everyone sells it at about the same price, the reduction is real. If only one shop shows the large discount, its "was" price may be the odd one out.
Check 2: look at the price history#
Price tracking tools and browser extensions show how a price has moved over weeks and months. If a product has cost the same for six months and the shop calls it a "sale", that tells you something. Be aware that tracking tools don't cover every shop.
Check 3: read the reference price#
The "was" or "RRP" price should be one the retailer has actually charged, or a genuine manufacturer's recommended price. In the UK, regulators have issued guidance that reference prices should not mislead, and consumer rules prohibit misleading price claims. In the US, the FTC has similar guidance on comparison pricing. These rules exist because inflated reference prices are common. If it looks wrong, you can report it to the relevant authority.
Check 4: count the extras#
A cheaper product with expensive delivery, paid returns or a short warranty is not cheaper. Add shipping, taxes and anything else, then compare the total. Check whether the sale item is excluded from free returns.
Signs of a weaker deal#
A permanent sale that never ends.
A countdown timer that resets when you reload.
"Up to X% off" with no examples you can check.
A model number that exists only at that shop.
Signs of a better deal#
A clear end date.
The same price at other reputable sellers.
A price lower than its previous low, visible in history.
Plain terms for returns.
Keep a target price#
Decide what you'd happily pay before you look. If a deal beats it, buy. If not, wait. Sales come round again, and the best saving is often the thing you didn't buy.