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Home › Pay › Nickel-and-dime tactics › Fake discounts
Less for your money

Fake discounts: the 'was' price that never really was

A big red slash through a high price feels like a win. But some sellers list a was price they rarely or never charged, run the same sale every week, or add a countdown clock that resets. The discount is real only if the old price was real, and you are the one who has to check.

Where you’ll see it

Compare at prices nobody paidSome stores show a high compare at or list price next to their own, but few shoppers ever paid that amount anywhere. The sale price may simply be the normal going price.
The sale that never endsSome retailers, especially in furniture, mattresses and clothing, seem to run a percent off sale almost every week. If the item is nearly always on sale, the sale price is the real price.
Countdown timers that resetSome websites show a clock saying the deal ends in minutes. Come back later and the same timer may start over, because it was meant to rush you rather than mark a real deadline.
Only 2 left warningsLow stock or other people are viewing this messages can push you to buy fast. Some are accurate, but others are shown no matter how much stock is really on hand.
Outlet versions of brand itemsSome outlet stores sell goods made just for the outlet and compare them to mall prices for similar items. The item may never have sold at the higher price.
Prices raised before a big saleSome sellers nudge prices up in the weeks before a holiday sale, then advertise a discount from the higher number. Price-history tools can show this.

What it really costs them

A fake discount costs the seller nothing. Printing a higher was price or adding a timer to a web page is free, but it changes how you feel about the price. People are more likely to buy, and less likely to compare, when they think they are saving money and time is short.

Real sales do exist, and stores sometimes cut prices to clear stock or win customers. The problem is not sales themselves. It is a reference price that was never real, which makes an ordinary price look special and can lead you to spend more than you planned.

How to spot it

  • The same item is on sale nearly every time you look.
  • The was price is labeled compare at, list or value.
  • A countdown clock restarts when you reload the page.
  • The discount is huge, like 60 or 70 percent off, on everyday items.
  • Other stores sell the same item at the sale price normally.
  • Pressure messages appear, like only a few left or deal ends soon.

What you can do

  1. Search the exact model number at two or three other stores before buying.
  2. Use a price-history tool or browser extension to see what the item usually sells for.
  3. Ignore countdown timers and come back tomorrow; real deals are often still there later.
  4. Judge the price you pay, not the size of the discount.
  5. Ask about price adjustments or returns if the price drops again soon after you buy.
  6. Report misleading sale prices to the FTC or your state attorney general.
Things you can say:
  • “When was this item last sold at the higher price?”
  • “If it goes on sale again next week, will you refund the difference?”

Rules and your rights

The FTC's Guides Against Deceptive Pricing say a former price used in a sale should be a genuine price the seller actually offered to the public, regularly, for a reasonably substantial period of time, and not an inflated price set just to make a discount look bigger. These are guides on how the FTC reads the law against deception, not a detailed rulebook, and some states have their own rules. Misleading sale claims can be reported to the FTC or your state attorney general.

Related common problems

Related guides

Common questions

Is it legal for a store to show a fake original price?

Under FTC guidance, a was price should be one the seller really offered for a reasonable stretch of time. An inflated price used only to make a discount look big can be deceptive. Enforcement varies, and some states have their own rules, so it is best to check prices yourself.

How can I tell if a sale is real?

Look up the same model at other stores and check a price-history tool if one is available. If the item is almost always on sale, or other sellers charge the sale price every day, the discount is not really a discount. Focus on the final price, not the percent off.

Are countdown timers on shopping sites real?

Some are tied to a real end date, but others reset when you reload the page or come back later. A timer is meant to make you decide quickly. If you are unsure, close the page and return later; a real bargain will often still be there.

Had this happen? Sharing what you were charged helps others spot it.

Report it

Sources: 16 CFR 233.1, FTC Guides Against Deceptive Pricing: Former price comparisons (Cornell LII) ↗

General consumer information, not legal or financial advice. Practices and prices change; check the business’s current terms. AblePro has no relationship with any company named here.