Are Black Friday deals just a clever mirage designed to part you from your hard-earned cash?
According to The US Sun, across the nation, shoppers are growing furious as evidence mounts that major retailers like Target and The Home Depot may be inflating prices before the holiday sales, using tactics like price anchoring to make discounts appear larger than they are.
Over the past few years, consumers have noticed something fishy about Black Friday promotions. Reports have surfaced nationwide of so-called discounts that aren’t discounts at all. Shoppers have spotted sale signs at big-name stores placed over older price tags showing identical costs.
In 2023, a viral TikTok video showcased a Samsung TV at Target priced at $649.99 under a bold “Black Friday Deals” banner. Yet, the previous sign behind it revealed the same price—no reduction whatsoever. Another instance at Target that year highlighted a different TV listed at $429.99. Again, there was no drop from the original tag, fueling shopper skepticism. These aren’t isolated cases but part of a troubling pattern.
Meanwhile, at The Home Depot, personal finance influencer Tom (@SideMoneyTom) exposed similar tricks last year. His video revealed a Ryobi power tool marked at $24.97 under a “Black Friday Savings” label, with the prior price matching exactly. Tom found multiple such signs, leading him to declare, “Black Friday here at Home Depot seems like a total scam.”
This isn’t just sloppy pricing—it might be a calculated move. Marketing strategist Danielle (@everyrichgirlacademy) explains that many retailers employ a tactic called price anchoring. “This is a classic marketing tactic,” she says, describing how stores set a high price weeks before a sale to create a reference point.
That inflated anchor makes the eventual “discount” seem like a steal, even if it’s not. Danielle warns, “It creates that urgency that you have to buy the deal this week.” She adds that shoppers often fall for the illusion of a bargain without realizing the game being played.
According to Impact Analytics, price anchoring leverages a higher initial cost to make subsequent prices appear more appealing. This tactic preys on our instinct to chase savings. It’s a psychological nudge that can override rational spending decisions.
New data from Lightspeed Commerce paints a damning picture of consumer sentiment. A staggering 84% of American shoppers in 2025 believe retailers jack up prices before Black Friday to exaggerate their discounts. This widespread distrust shows how fed up people are with perceived deception.
Retailers, however, push back against these claims. Employees at both Target and The Home Depot, interviewed by The US Sun, denied any use of price anchoring or pre-sale price inflation. A Target staffer insisted that their Black Friday reductions are genuine drops from original listings. A Home Depot worker echoed this, stating discounts are carefully planned and adjusted from baseline prices before the sales kick off. They claimed no knowledge of artificially boosted costs. But can shoppers trust these assurances amid mounting evidence?
Dax Dasilva, founder and CEO of Lightspeed Commerce, argues that clarity is critical in today’s market. “Black Friday is still a make-or-break moment for retailers, but shopping behavior is shifting,” he notes. He believes transparency about discounts and product details can rebuild consumer confidence.
Dasilva emphasizes actionable steps for stores. “The best way to do that is with clarity—showing what discounts really mean,” he advises. In a tight economy, he argues, honesty is the most powerful sales tool retailers can wield. For wealth-minded readers, this saga is a reminder to shop with a critical eye. Check price histories using apps or browser extensions before Black Friday—don’t fall for flashy signs. If a deal seems too good, it might just be an anchor pulling at your wallet.
Resources like The US Sun’s 2025 Walmart Black Friday deal list, complete with sale start times and early access details, can help you plan. They’ve also highlighted top shopping malls for the season, including one with 10 department stores, extended hours, and lighter crowds. Use these to avoid the chaos and focus on real savings.
Ultimately, Black Friday should be about stretching your dollar, not padding retailer profits through gimmicks. Stay frugal, question every “deal,” and prioritize long-term financial health over short-term sales hype. In a free market, your skepticism is your strongest defense against manipulation.