Normally, the five days starting with Thanksgiving and ending with Cyber ​​Monday are some of the busiest shopping days of the year.

This year, the number of people who shopped in stores and online during that period could reach a new record, according to the National Retail Federation’s annual survey.

But consumers trying to make the most of the Black Friday sales may not get the best prices of the season.

According to WalletHub’s “Best Things to Buy on Black Friday 2023” report, 35% of items at major retailers offered no savings compared to their pre-Black Friday prices. The site compared Black Friday ads to prices on Amazon earlier that fall.

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

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.

“What makes the importance of extending the holiday season even greater is that retailers will face a shorter selling season between Thanksgiving and Christmas – nearly a week shorter in 2024,” he said. “That will force the retailer to be quite promotional in November.”

There’s another good reason to shop early.

Consumers are increasingly concerned that their online orders won’t arrive in time for the holidays – and rightly so.

DHL Supply Chain’s new CEO for North America, Patrick Kelleher, recently told CNBC that items may arrive later than in years past, especially items ordered around big dates like Black Friday and Cyber ​​Monday.

In a period of such high volumes, third-party shippers are under particular pressure, said Lauren Beitelspacher, professor of marketing at Babson College. An ongoing labor shortage also means that some companies simply cannot hire enough workers to sort, transport and deliver packages on time.

“We’re very spoiled; we’ve gotten to the point where we think of something we want and it magically appears,” Beitelspacher said. But at the same time, “we have learned how fragile the supply chain is.”

When more packages need to be shipped, shipping times become longer, which also increases the chance that they will be damaged, lost or stolen in transit – not to mention the risk of ‘porch piracy’ once an item has been delivered.

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

Depending on the retailer, some discounts can be as much as 50%, Beitelspacher said. However, premium brands — including high-end activewear companies like Nike, Alo or Lululemon — likely won’t discount more than 20% or 30%, she said. “It’s a nice balance between maintaining the integrity of the premium brand and offering promotions.”

As in previous years, these companies are aware of how price sensitive consumers have become.

“The holidays are a time when people want to treat themselves, but they also want their dollar to last longer,” Beitelspacher said.

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’ is 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 can be redeemed for gift cards at stores like Walmart, Target, and Amazon.

Finally, 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.