The annual Black Friday rush has grown from a one-day shopping event to a long digital competition for attention and sales.
In Nigeria, the involvement of platforms like Jumia and Konga, alongside numerous international and small local vendors, means buyers can genuinely find good gadgets, tech accessories and home appliances at lower prices.
But the volume of offers also creates confusion, making it easier for fake deals to slip through. Misleading discounts and clever advertising usually hide the real value of an item.
This Black Friday, relying on the lowest price tag is no longer enough. Buyers need to be calmer, more informed and far more data-driven.
It takes patience, research and good understanding of how tricky retailers operate to avoid falling for the wrong deal.
This guide helps you understand key signs to watch for and how to get real savings, not just eye-catching percentages.
How to Identify Fake Discounts
One of the ways to recognise deceptive pricing is understanding the tactics retailers use to influence impulsive buying. Looking beyond the surface of any promotion is the only way to see whether a discount is real.
Inflated “Original Prices”
One of the oldest Black Friday tricks is inflating the “original” price weeks before the sales begin. A retailer quietly increases the standard retail price (SRP), then slashes it during Black Friday to create the illusion of a massive discount.
For example, a phone that normally sells for ₦200,000 could be raised to ₦350,000, then “discounted” to ₦250,000. The shopper sees a big 28% price slash, but the real savings remain just ₦50,000 off its usual price.
Smart buyers look beyond the listed “was” price by checking what the item sold for months earlier. This requires some prior research or the use of simple price-comparison tools.
Unrealistic Percentage Cuts
Very high discounts, 70%, 80% or even 90% off, are usually red flags. These figures are usually calculated from inflated original prices or apply only to leftover stock, unknown brands or special “Black Friday versions” with weaker specifications.
A more reliable way to assess value is to focus on the final price, not the percentage. If a product normally sells for ₦100,000, a drop to ₦85,000 is a real ₦15,000 savings.
But a 50% cut on a claimed ₦300,000 original price may still leave you paying more than the market average.
Always compare the final price against the product’s actual market history.
Suspicious Product Reviews and Ratings
Because most Black Friday shopping happens online, reviews play a big role in decision-making. Fake reviews are becoming more common, especially from third-party sellers. Watch out for:
Generic 5-star reviews: Short, repetitive comments like “Great product!” with no real details. Authentic reviews usually show a mix of opinions.
Poor grammar or odd phrasing: Especially on products from new or unknown vendors. These often come from bots or non-organic review farms.
Lack of ‘Verified Purchase’ tags: Verified reviews carry more weight and indicate the buyer truly purchased the item on the platform.
External search checks: A simple search for the seller’s name plus “complaints” or “scam” on consumer forums can reveal problems hidden on the main marketplace.
How to Verify Genuine Deals
Spotting red flags is only the first step. Confirming whether a deal is truly worth it requires a bit more digging.
Comparing Prices Across Multiple Stores
The internet gives buyers transparency, and retailers who inflate prices hate that. Never depend on just one website to tell you what the “best deal” is.
For Nigerian shoppers, cross-check prices on platforms like Jumia, Konga, official brand sites, and authorised distributors. When several reputable sellers offer similar discounts, the deal is more likely to be genuine. But if only one unknown marketplace has an unusually low price, that is a sign to be cautious.
Quick tools like Google Shopping can also help give a broader price snapshot.
Checking Seller Credibility and Warranty Information
A discount is useless if the product turns out fake or has no warranty support.
Before buying, check:
- Whether the seller is an authorised or reliable distributor
- If the product comes with a manufacturer’s warranty valid in Nigeria
- The clarity of the return policy
- Whether the website uses secure payment channels (card, Paystack, Flutterwave, etc.)
Be wary of sellers who insist on bank transfers, crypto payments, or gift cards. Established online stores always offer traceable, secure options.
A physical address, customer support line and valid business email also signal credibility.
Using Price-Tracking Tools and Trusted Platforms
Even though tools like Keep a focus on Amazon, the idea of tracking prices applies everywhere.
For shoppers in Nigeria:
- Start monitoring the price of your target product weeks before Black Friday.
- Use browser extensions or apps that alert you when prices drop.
- When in doubt, stick to trusted platforms and official brand outlets.
Conclusion
Black Friday can genuinely ensure good savings, but it is also the period when buyers are most vulnerable. Avoiding fake deals requires shifting from impulse buying to strategic decision-making.
By applying the checks and practices above, you can easily bypass the marketing noise and secure real, meaningful discounts this Black Friday. Shop smart, compare carefully and stay alert.
