Compare prices and consider your purchase – The decision is yours! DGC warns consumers about Black Friday promotions – copy – copy

November is known for its promotions, with a special focus on Black Friday, which takes place every year on the fourth Friday of the month. However, promotions and incentives to buy are not limited to this day these days: throughout the month of November, there are several campaigns that often lead consumers to make impulsive and uninformed purchases. To raise awareness among consumers about the importance of making informed choices, the Directorate-General for Consumer Affairs (DGC) has launched an information campaign with recommendations for Black Friday. Published on the DGC website and social media, the campaign shares examples of false discounts, misleading advertising, possible unfair commercial practices and offers tips for more responsible consumption.

Complaints during Black Friday

The strong appeal to consumption during Black Friday can give rise to situations that harm consumers' rights. Take the case of João, who wanted to buy a coffee machine and had been monitoring the price of the model he had chosen for some time. In a supermarket, he saw that the machine in question cost €120 but had a direct discount of €50, leaving the final price at €70. When making the payment, he saw that the final price was, in fact, €120, since the discount was already included, despite this information not being clear. Since he thought this practice was not very transparent, he decided not to go ahead with the purchase. A week later, which coincided with Black Friday, João saw, in the same store, the machine priced at €180 and, next to it, information about the direct discount of €50, leaving the final price at €130. Maria also wanted to take advantage of the low prices on Black Friday to buy an appliance she needed from an online store. A few days later, she was informed that her purchase had been cancelled due to a stock shortage.
Cases like these reinforce the importance of being aware of commercial practices that can harm consumers, especially during promotional periods such as Black Friday. Knowing your rights as a consumer and adopting a critical attitude when analyzing offers and discounts are essential aspects to avoid situations like these. Check out some of our tips for informed and responsible consumption:

• Before purchasing, check the exchange and return policies;
• Research products and compare prices, if possible using price comparison tools;
• Check whether the shipping costs compensate for the discount or promotion;
• When purchasing on credit, check whether the discount on the item offsets the interest rate on the credit card;
• Check whether the payment system used on the website is secure. If not, do not proceed with the purchase;
• Check the website for information about the professional's identity and contact details. Remember that in the event of a problem with the product or service, this information will be essential for resolving the dispute;
• Sudden price changes at this time of year? Report it to the Food and Economic Safety Authority and the Directorate-General for Consumer Affairs if it is advertising.
Additionally, given the importance of the topic and as in previous years, the DGC monitors Black Friday campaigns, in accordance with its advertising expertise. For example, in the inspection carried out in 2023, the advertising messages of 100 products from 20 economic operators were checked, and three cases with evidence of infringements were detected.

Annex: Campaign «Compare prices and consider your purchase – The decision is yours!»