Breana Davidson is the creator behind @breeonabudget where she shares realistic money tips, intentional spending habits, and the beauty of buying less but better.
The cost of living keeps climbing, yet Australians are still expected to spend a record amount during this year’s Black Friday sales. Everywhere you look, there are flashing banners, countdown clocks, and “up to 70% off” deals that make it feel like you’re missing out if you don’t click “add to cart.”
Every November, it feels like the whole internet is on sale. But over the years, I’ve realised that not every Black Friday deal is what it seems, and even the ACCC (Australia’s consumer watchdog) has said the same. This year, they’re doing a national sweep of Black Friday ads to catch retailers using misleading or deceptive tactics like inflated “was” prices, fake countdowns, or those “site-wide” sales that exclude half the store.
So, to help you navigate the sale season, I’ve put together a list of red flags to look out for and my advice for making the most of the genuine deals, too.
Browse BHG’s top Black Friday guides for genuinely great deals
Red flags to look out for this Black Friday
1. Beware of the “up to” trap
One of the easiest traps to fall for is the “Up to X% off” headline. The discount looks huge, but in reality, only a handful of products ever hit that maximum number. The rest are marked down by much less, or sometimes not at all.
To check if a sale is legit, I track prices early. I add items to a Wishlist a few weeks before Black Friday and keep an eye on them through apps like ShopBack, Honey or even just Google Shopping. If the “sale” price is the same as it was last month, it’s not really a bargain.
2. False urgency and fine print
Another thing I’ve noticed is how often stores try to create false urgency. You’ll see “Ends midnight!” plastered everywhere, only to find the same sale running again the next day. Some sites even have timers that reset when you refresh the page (which is classic pressure marketing).
And those big “store-wide” or “site-wide” deals? Always read the fine print. There’s often a long list of exclusions hiding at the bottom, sometimes the exact items you were hoping to buy.
3. My Black Friday rule: no impulse buys
With prices rising on almost everything, I’ve become more careful about what I bring into my home. I shop with one simple rule: no impulse purchases. If I wouldn’t pay full price for it tomorrow, I won’t buy it today, even if it’s 50% off.
How I make the most of the genuine deals:
- Keep a running list – I note down the things I’ve been meaning to buy all year (like refills, essentials, or replacements).
- Check cashback and loyalty programs – Combining a real discount with ShopBack or Qantas Marketplace gives better value than chasing fake “70% off” claims.
- Focus on quality – I look for items that will last years, not months. This year, I’m eyeing linen bedding, stainless steel cookware, and home essentials I’ll use daily.
The sales worth shopping
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While the key to successful Black Friday shopping is going in with a plan, it’s easy to feel overwhelmed by all of the sale advertisements. For a little inspiration, here are some options that don’t use nasty marketing tactics; the following sales are from trusted brands (most of which are Aussie-owned, because it’s always better to shop local), and on products that are much more likely to come in handy than a new pair of designer shoes.
Vego Garden
Various discounts available
Start a sustainable hobby this Black Friday with deals on gardening essentials.
For cleaning products your future self will be glad to have picked up now.
Bonnnie & Neil
20-30% off
Enjoy Bonnie & Neil‘s adorable homewares at great prices this Black Friday.
Why slowing down saves more
The ACCC has warned retailers who use dodgy tactics that they could face penalties, which is a good reminder that not all sales are fair game. But even with regulators watching, the responsibility still falls on us to shop smart.
Before I click “checkout, I ask myself three questions: ‘Do I actually need this? Would I still want it if it weren’t on sale? Does it fit with my values – quality, longevity, and less waste?
Because honestly, in a time where every dollar counts, the best deal isn’t the one that saves you $50; it’s the one that saves you from buying something you didn’t really want in the first place.
