A fake discount is a sale that makes a price look lower than it really is, usually by comparing it with a “was” price that was never normal. A big red “50% off” does not mean you are saving £50 on anything. This guide shows you how to tell a fake discount from a real saving before you buy.
How to calculate whether a discount is real
Start with the sum. Saving = normal price minus offer price. Percentage = saving ÷ normal price × 100. If something goes from £100 to £80 you save £20, which is 20% off. Our saving calculator does it for you. The sum only helps if the normal price is a fair one, which is the next question.
6 checks to spot a fake discount
- Was the “was” price real? Check whether the item was actually sold at that price for a reasonable time. Price-tracking sites and the retailer’s own history can help. A “was” price that only appears during sales is not a normal price.
- What exactly is discounted? “Up to 50% off” means some items, often few. “From £9.99” is the cheapest option, not the typical one.
- Is it cheaper elsewhere? Compare the same item, same size and same condition, with delivery included.
- What are the extras? Delivery, minimum spend, new-customer-only rules and codes that expire.
- Is the urgency real? Countdown timers that restart when you reload, and “only 2 left” with no way to check, are warning signs.
- Do I need it? A saving on something you would not have bought is still spending.
Real saving or fake discount: an example
A jacket is “reduced” from £120 to £60, which looks like half price. You check and find the same jacket has been £65 to £70 at several shops for months. The real saving against a normal price is £5 to £10, around 8% to 14%, not 50%. It may still be a fair price, but it is not the bargain the label suggests.
Warning signs on deal pages
- A discount that is only available if you hand over more personal details than the purchase needs.
- A price that goes up when you reach the basket because of extra fees.
- Reviews that all sound the same or appeared on the same day.
- A “deal” that changes what or how much you were going to buy in the first place.
How shops show a fake discount
Retailers have several tricks that make a price look lower than it is. The “was” price may only have been shown for a very short time. The sale may run all year, so the “sale” price is simply the normal price. A product may be sold in a slightly different version in the sale, so you cannot compare like with like. Or a “price match” claim may compare with a price that no one else charges. None of these are unusual, and knowing about them makes them easier to spot.
What to do when you suspect a fake discount
- Compare the item at two or three other shops, including delivery.
- Look at the price history if the retailer or a price tracker shows it.
- Wait a few days. Real sales come around again, and artificial urgency usually does not hold.
- If you believe a price was misleading, keep a screenshot and contact the retailer, then get advice from Citizens Advice.
Where to check your rights
Rules on how prices can be shown are set out in consumer law, and the details can be technical. Citizens Advice explains your consumer rights in plain English and tells you what to do if you think a price was misleading.
Questions about fake discounts
Is a “was” price always misleading?
No. A “was” price is fine when the item really sold at that price. The problem is a price that was never genuinely used.
Does a bigger percentage mean a better deal?
Not by itself. 60% off an inflated price can cost more than 20% off a fair one. Compare the final price.
How can I compare unit prices on offers?
See our guide to the unit price and how to compare packs fairly.
The short version
Do the percentage, check the “was” price, compare the total cost and only buy what you need. A genuine saving survives all four checks. Offers change, so confirm the details on the retailer’s own page.
