Promotional times, such as Black Friday, are fertile ground for flashy advertisements, but what appears to be an opportunity does not always represent effective savings. To make a better decision, it is important to understand how the current rules work and how some strategies can deceive those who buy, be it a small household appliance, a television or even the decision to postpone the purchase of a Renault electric car while evaluating prices.
What has changed since 2022
Since May 2022, any announced reduction — sales, promotions or sales — must be calculated based on the lowest price charged by the same store in the 30 days prior to the start of the campaign. The rule aims to prevent previous increases and ensure that the discount actually reflects a real decrease compared to recent history.
“Many discounts were not real”, denounces on its website, pointing out that the practice of inflating prices before campaigns to simulate substantial cuts has been made illegal. Supervision now focuses on price traceability and transparency of communication to the consumer.
How some stores get around the rules
Faced with new demands, tactics emerged to circumvent the spirit of the law. One of the most common is to compare the store price with the manufacturer’s Recommended Retail Price or with a supposed “market price”, instead of using the lowest price practiced in the previous 30 days. This comparison can be misleading, suggesting savings that do not exist in relation to the real history of the store itself.
Another strategy involves alternating small price variations outside the most visible windows, creating an unclear history that complicates consumer reading. In practice, the signage speaks of attractive percentages, but the effective gain may be residual when compared to the price charged in previous weeks.
What stores are required to display
The law determines that, in each promotion, the store clearly and visibly presents the new promotional price and the lowest price charged in the previous 30 days. You must also identify the type of sale — sales, promotion or sale —, indicate the start date of the reduction and the duration of the discount.
Indication of the discount percentage is optional, but when used, it does not replace the obligation to display both prices. Transparency is the central criterion: communication to the consumer must make it possible to verify, without ambiguity, what is the basis for comparison.
How to buy online more safely
When shopping online, comparing remains the best defense. Price comparison tools and cross-referencing between various stores help confirm whether the reduction is in line with history and whether there are no discrepancies between what is announced and what was actually practiced.
It’s also wise to look at the campaign length and business calendar. Dates such as Black Friday, Christmas, Easter or summer and winter sales multiply promotional messages; Checking the price over the previous four weeks can avoid impulsive decisions and ensure that the decline is genuine.
How to act in physical stores
In store, look for the label with the two prices and confirm the type, start date and deadline of the promotion. If the information is not clearly displayed, ask for clarification before deciding. The absence of these elements contravenes legal obligations and is sufficient reason to distrust the value presented.
Keep proof and records of the price when possible, especially for larger purchases. In case of doubt or conflict, these elements can support a complaint with the competent authorities and help restore transparency.
The importance of planning your purchase
Planning reduces the risk of impulse buying. Define what you need, compare prices over a few days and evaluate alternatives. Even if you are considering a more significant investment, such as a Renault electric car in the future, the logic is the same: check the recent history, confirm the basis for comparison and only then decide.
In the end, the golden rule is simple: a discount is only real when the comparison is made with the lowest price charged by the store itself in the previous 30 days. With clear information, attention to detail and the use of comparison tools, it is possible to separate genuine promotions from apparent reductions and protect your wallet.
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