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Every holiday season, stores advertise huge discounts. Some are real. Some are a normal price dressed up to look like a sale. The good news is that you can check for yourself in a couple of minutes. Here is a simple routine to use before you buy anything during Black Friday, Cyber Monday, or any other big sale.
Why some discounts are not really discounts
A store can show a high “was” price that the item rarely, or never, sold for, so the “sale” price looks like a bargain. A percentage off a list price tells you very little. What matters is what the item has actually cost over the past few months.
A five-step check before you buy
1. Look at the price history. Free tools such as CamelCamelCamel and the free version of Keepa show how the price of an Amazon item has moved over time. If today’s “deal” matches the price from two months ago, it is not much of a deal.
2. Compare the exact model. Search the full model number at two or three stores. Retailers sometimes sell slightly different versions of the same product, so make sure you are comparing like with like.
3. Read the reviews with care. Look at the middle ratings, which are often the most useful, and watch for signs of reviews that are not genuine. Our guide on how to spot fake reviews explains what to look for.
4. Check the return policy. Some sellers extend returns for holiday purchases and some do not. Confirm the return window and who pays for return shipping before you buy.
5. Ignore the countdown timer. Pressure to buy right now is a sales tactic. If you did not plan to buy the item last week, you probably do not need it today.
About Black Friday and Cyber Monday
Black Friday is November 27, 2026, and Cyber Monday is November 30. Most of these sales are open to everyone, but some stores keep certain deals for members, so check the terms before you plan around them. Deals can sell out and prices can change during the event, so make a list of the things you already planned to buy and check only those.
A simple plan
Write down what you need and the most you will pay for each item. Look up the price history for each one. Buy only when the price meets your number. Anything that does not can wait for the next sale, since there is always another one.
Ready to shop? See our holiday gift guide and our Holiday Shopping Center.