More than half (53%) of Australians have regretted a purchase or had a negative experience during Black Friday sales, a Choice survey has found.
The consumer advocate warned shoppers to be wary of “unmissable” deals and other strategies that create a false sense of urgency, with businesses already rolling out early discounts before Black Friday sales officially start on 28 November.
“Retailers are doing every trick in the book to get people to make a purchase, and our research shows people are often left feeling pressured or disappointed,” the Choice journalist Liam Kennedy said.
The research indicated 52% of shoppers said they spent more money than intended, while 48% bought items they did not need.
Nearly half of respondents (47%) said they felt pressured to buy due to intense Black Friday marketing and promotions.
Although 72% of surveyed participants said the sales helped them save on items they would have bought anyway, many shoppers were left with “buyer’s remorse”, Kennedy said.
“We see sales like Black Friday lasting longer and longer, so they’re not necessarily going to be over within a day,” he said. “You don’t have to feel too pressured to buy into the hype.”
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The Australian Competition and Consumer Commission (ACCC) recently announced a sweep over the Black Friday period, to identify dubious sale tactics, including:
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Misleading “store-wide” or “site-wide” claims, when sales actually involve exclusions.
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Fine print or disclaimers that seek to limit headline claims about the sale, including member-only deals or excluding a range of products.
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Deceptive “up to X% off” offers, with the “up to” text almost illegible and few products at maximum discount.
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Misleading “was/now” or “strikethrough” pricing.
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False urgency through inaccurate countdown timers and phrases like “three days only” that don’t align with the true duration of the sale.
The ACCC’s sweep follows its discovery of dodgy tactics in 2024 sales, resulting in a number of investigations.
In June 2025 retailers Michael Hill, MyHouse and Hairhouse Online paid penalties for allegedly making false and misleading representations about their Black Friday sales.
Choice also reported retailers using high-pressure sales tactics, particularly countdown timers.
“We have seen multiple instances of those just resetting when they reach zero,” Kennedy said.
The ACCC deputy chair Catriona Lowe encouraged consumers to report any potentially misleading or deceiving advertising during Black Friday sales on its website, including images and specific detail.
To avoid getting caught up in the sales hype, Choice urged consumers to “do your homework” to avoid impulse buys and misleading Black Friday deals.
Compare prices across several retailers because these sales are “rarely ‘the lowest price ever’,” Kennedy said. “Check for any limits and exceptions in the fine print.”
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When looking at big household items like a new TV or mattress, research product reviews to ensure you’re choosing a high-performing model. Kennedy recommended consulting Choice’s latest reviews and Black Friday guides, including products to avoid “so you don’t walk away with a dud product”.
Shoppers should also be wary of expensive add-ons, such as “paying for an unnecessary extended warranty, or additional accessories that could be cheaper elsewhere”, he said.
Always check return policies in advance. While consumer law guarantees a refund, replacement, or repair for faulty products, a change of mind return is not guaranteed. By checking the retailer’s return policy beforehand, shoppers can be clear on their options if they decide the purchase was not quite right.
The festive season’s “relentless” marketing when “emotions are high” may lead to impulse buying and poor planning, which can “derail financial goals”, John Arnott, the director of personal banking at AMP, said in a statement.
Arnott recommended setting a simple budget, researching ahead of time, and being vigilant against “scammers trying to cash in on the frenzy”.
Prof Monica Whitty, the head of Monash University’s department of software systems and cybersecurity, has found Black Friday sales time can be a hunting ground for scammers.
In a statement, she said: “Criminals rely on shoppers making quick, impulsive decisions without checking the details.”
Avoid clicking links in promotional emails, instead, “search for the business independently and check the website directly,” she said.
“Take your time and never feel rushed into a purchase just because you see a sale. No sale is worth getting scammed.”
Only shop on trusted sites with a padlock icon in the URL bar, and use secure payment methods such as a credit card or PayPal. Whitty also advises against making purchases over public wifi, which is insecure and can “expose your personal and financial details”.
