Black Friday in Czechia: How to determine whether that deal is real

Eye-catching ads for the ongoing sale extravaganza can hide discounts that are smaller than they appear.

Thomas Smith

Written by Thomas Smith Published on 22.11.2022 12:08:00 (updated on 23.11.2022) Reading time: 2 minutes

The upcoming “Black Friday,” taking place this week on Nov. 25, brings discounts on a wide variety of products from Czech retailers large and small, both in-store and online.

The term "Black Friday" is thought to have originated in the U.S., from the concept that businesses operate at a financial loss, or are “in the red,” until the day after Thanksgiving when big sales finally allow them to turn a profit, or put them “in the black.”

As more and more Czech retailers and marketers adopt the concept of Black Friday, are the bargains, though, really what they seem to be?

False advertising

Data from the commerce-analysis Shop Watcher project has found that the de facto price reduction offered by merchants is between 10 and 15 percent. However, the deception rests in the fact that companies can advertise these discounts as being up to four times as high, according to Dení

The handy Shop Watcher (Hlídač shopů) project lets consumers track the evolution of a product's price over time and then offers an analysis of why or why not the offer is legitimately a sale. The tool only works for stores listed in the platform's database. Before you buy, try it here.

For example, popular retailer has been advertising its discounts at an average of almost 20 percent. In reality, however, analysis finds that its average discount offered is much lower, at 9 percent.

Home and garden supplier Mountfield was one of the worst offenders: the difference between the advertised and real discount was 46 percent.

Rather than taking the stated savings at face value, consumers can compare prices online. Two local, price-comparison sites are and

Another popular loophole used by companies is the placing of products in its online “Black Friday” category (or labeling it in-store) without stating the amount of the discount offered.

Striving for transparency

To combat potential retailer deception, the Czech government passed a law earlier this month that aims to phase out “fake discounts.” For discounted goods, vendors will be obligated to state the previous lowest price for a product “in a period of no fewer than 30 days before the promotion was first applied.”

Some firms have taken it upon themselves to ensure transparency and honesty. Electronics store CZC, for example, provides a graph for each product, displaying a 30-day history of price changes.

Czechia’s busiest shopping day of the year will see millions attempt to get a discount, but in today’s climate of spiraling inflation, shoppers should exercise caution and vigilance before any potential impulse buys.

fast facts on czech black friday

  • Czech consumers will spend CZK 7 billion in connection with Black Friday this year.
  • About 67 percent of Czech internet users will take advantage of the discounts.
  • Over 40 percent of people will be tempted to make spontaneous purchases.
  • Shoppers from the 25 to 34 age group are least likely to resist a discount.

    Sources: Dení, EuroZprá

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