Should Retailers Do More to Prove Their Discounts (Including Holiday Deals) Are Real?

With Black Friday, Cyber Monday, and the remainder of the holiday sales season looming, retailers are expectantly hoping that increased spend holds up to the myriad projections forecasting as much.

Other data points, however, may be hiding growing skepticism over the countless deals being offered by brands and retailers, with consumers showing a predilection toward disbelief in the discounts being put forth. But – it depends on which source you ask.

A recent BCG study around Black Friday in particular suggested that only a slim majority (54%, or 62% in the U.S.) of shoppers “trust advertised prices at year-end sales events,” with nearly a quarter (22%) going so far so to curtail spending or skip these events entirely in the belief that “deals are available all the time anyway.”

Omni Calculator’s data might be even more worrisome, with their poll of 1,000 U.S. adults indicating that 59% believe retailers intentionally raise prices in the run-up to Black Friday, then slash them back to normal – and 54% believe stores promote a “was” price that was entirely fictitious. A majority (58%) think that no more than 40% of advertised Black Friday deals offer “real” savings.

Drive Research’s poll of 1,405 U.S. adults registered somewhat similar results. Nearly two-thirds (64%) of respondents stated a belief that retailers were inflating prices prior to Black Friday to make the pursuant discounting look more impressive – and almost three-quarters (71%) said that Black Friday and Cyber Monday sales “aren’t as good as they used to be.” However, there’s a caveat in Drive’s survey data: 69% of holiday shoppers still plan to shop online on Black Friday, and 28% said they planned to shop in stores.

“Shoppers still picture Black Friday as a 50% off discount. But, in reality, most categories peaked at 17% to 31% off during Cyber Week 2025, according to Adobe Analytics. When the discount shrinks and two-thirds of shoppers already suspect the starting price was padded, a 20%-off banner doesn’t feel like an event. It feels like a regular Tuesday,” wrote Drive’s director of marketing, Emily Rodgers.

Shopper Skepticism Over Constant or Inauthentic Deals is a Year-Round Problem, Data Suggests

A September Akeneo study implies that skepticism over retailer pricing and promotional deals is becoming a year-round problem, not limited to the holiday season. Just under one-third (32%) of the 1,000 American adults polled stated that they “completely or mostly trust retailers to offer a fair or competitive price.” This gestures towards an existing consumer reality wherein shoppers are showing deliberate purchasing strategies, frequent price comparisons (46% of respondents said they will compare prices across multiple sites when shopping online, and only 9% say they never compare pricing), and delayed purchasing habits (79% said they’d delayed a purchase in the belief that prices would be better at a later date).

“Consumers are paying closer attention to price, and that raises the stakes for retailers,” said Romain Fouache, Akeneo’s CEO.

“Pricing can no longer sit in a silo from the rest of the product experience. Consumers, and increasingly AI-powered shopping tools, are constantly comparing products, prices, and offers across channels. Brands need trusted product and pricing information working together so shoppers see a consistent, credible experience wherever discovery happens,” Fouache added.

Questions for further discussion:

• Do you believe retailers are doing enough to convince shoppers of the authenticity of their deals or discounts? Why or why not? Is the holiday season a sore point for a reason?

• What advice would you give to a retailer looking to create more trust with their target consumer when it comes to promotional pricing or offers? Are there any strategies that are currently being overlooked, or basic business practices absent?

• What do you make of the above survey data? Are there any conclusions or indicators you're seeing which stand out to you?