Retailers are hyping the Black Friday sales, and it’s working.

The number of people shopping between Thanksgiving Day and Cyber ​​Monday could reach a record this year, according to the National Retail Federation’s annual survey.

But that does not mean that consumers get the lowest prices of the season.

According to WalletHub’s “Best Things to Buy on Black Friday 2024” report, 41% of items at major retailers offer no savings compared to their pre-Black Friday prices.

The items on sale are discounted by an average of 24%. The site compared Black Friday ads to prices on Amazon earlier that fall.

“Some Black Friday deals are misleading because retailers can inflate original prices to make a deal seem cheaper,” says consumer savings expert Andrea Woroch.

Such tactics can create the urge to buy even if the discount isn’t that great, said RJ Cross, campaign director at PIRG, a nonprofit consumer advocacy research group.

Other common tricks include displaying the number of customers with the same item in their cart or a warning that a product is low in stock. PIRG also discovered that some Etsy sellers are using fake countdown timers for deals that don’t expire.

Etsy did not immediately respond to a request for comment.

“These stunts are not limited to the holidays. Retailers and advertisers are always trying to get you to buy more than you need and spend more than you want,” Cross said in a statement.

This year especially, some deals are already as good as they can get.

“Those holidays have been diluted a bit as retailers want to maximize sales days,” said Adam Davis, managing director at Wells Fargo Retail Finance.

“You can easily get 20% to 30% off,” Davis said, but “not necessarily across the store.”

More from Personal Finance:
Millennials say they plan to spend a lot of money this season
Thanksgiving meals are expected to be cheaper by 2024
|These are the best ways to save money this holiday

Depending on the retailer, some discounts can be as much as 50%, according to Lauren Beitelspacher, professor of marketing at Babson College.

However, premium brands — including high-end activewear companies like Nike, Alo or Lululemon — likely won’t discount more than 30%, she said. “It’s a nice balance between maintaining the integrity of the premium brand and offering promotions.”

To that end, retailers will also try to entice shoppers to spend money with incentives, such as a free gift card with a minimum purchase, Woroch said. “Many stores are also offering bonus rewards if you spend a certain amount on Black Friday.”

Typically, Black Friday is a great time to find rock-bottom prices on fall clothing, including flannels, denim, jackets and accessories, as well as televisions and consumer electronics.

But hold off on beauty and shoes, which tend to be better buys on Cyber ​​Monday, Woroch said.

For those planning a trip, ‘Travel Tuesday’ can be a great time to get discounts on airfare, cruises and tour packages, with many hotels offering 20% ​​to 30% off the best available rates. Travelers can check out 2023 Travel Tuesday deals to get an idea of ​​what to expect this year.

With toys, it might pay to hold out until the last two weeks of December, and Christmas decorations are cheaper the last few days before Christmas or right after, according to Woroch.

Exercise equipment, linens and linens are typically more discounted during January’s “white sale,” she said, and deals on furniture and mattresses are often better than other holiday weekends throughout the year, such as Presidents’ Day, Memorial Day and Labor Day weekends . .

Woroch recommends using a price tracking browser extension, such as Honey or Camelizer, to monitor price changes and alert you when a price drops. Honey also scans for applicable coupon codes.

If you shop in person, try the ShopSavvy app for price comparisons. If an item costs less at another store or popular site, the retailer will often match the price, Woroch said.

Furthermore, stacking discounts: Combining credit card rewards with coupon codes and a cashback site like CouponCabin.com will earn money back on those purchases. Then take photos of your receipts with the Fetch app and receive points that you can redeem for gift cards at stores like Walmart, Goal And Amazon.

Finally, experts urge consumers to pay attention to the price adjustment policy.

“If an item you buy on Black Friday goes on sale for less shortly afterwards, you may be able to request a price adjustment,” Woroch said. Some retailers, such as Target, have a seasonal policy that may apply to purchases made through December 25.