Why a big discount during Black Friday sales isn't necessarily a great deal

Black Friday sales, which originated in the United States, have become a significant event in the Australian retail calendar. Retailers often promote discounts of up to 50 or 70 percent off, but most discounts typically hover around 20 or 30 percent. While these discounts can seem enticing, experts advise consumers to consider the value and quality of the purchase rather than just the percentage saved.

Some retailers use Black Friday to clear out stock, discontinue older models, or gather personal information for future marketing. It's essential to research the product, compare prices across retailers, and focus on the final price rather than the percentage discount. Dr. Sara Quach Thaichon, an associate professor in marketing, emphasizes that the percentage discount doesn't necessarily indicate a good deal if the product is inferior or unnecessary.

Mark Serrels, the editorial director at Choice, recommends deciding on the exact product to purchase beforehand and avoiding rushed decisions due to time pressure. The Australian Securities and Investments Commission advises consumers to verify the authenticity of the retailer and read independent reviews before making a purchase.