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

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?

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 Deník.cz.

For example, popular retailer Mall.cz 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.

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.

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.