Quick answer: Not everything marked "on sale" is cheaper than before. A fake or inflated sale shows a high "was" price that the product rarely sold for, a headline percentage that applies to a single item, or a deal that needs a card or a minimum spend. In South Africa the Consumer Protection Act prohibits false, misleading or deceptive price representations, goods must be of good quality, and you have six months to return defective goods; online purchases carry a 7-day cooling-off period under ECTA. To spot a fake sale, compare the price with your own record or a price tracker, check the unit price and read the conditions. Black Friday 2026 is on 27 November, and many pre-sales run before it.

Last updated: October 2026. Legal points are summarised from the Consumer Protection Act and ECTA and are general information, not legal advice. Worked numbers are invented to show the checks.

Background: why sales are used and misused

Sales are a normal part of retail. Retailers clear stock, reward loyal customers, respond to competitors and drive traffic during quiet periods. Genuine sales help shoppers save. The problem arises when a sale is used mainly as a psychological trigger. Shoppers respond strongly to a crossed-out price and a bold percentage, even when they have not checked the product's normal price. Some retailers inflate the "was" price for a short period before the sale or compare a promotional price with a high list price that few customers ever paid.

The Consumer Protection Act addresses this. It requires that prices are displayed clearly, that advertising does not mislead consumers about price or discount, and that the price on the shelf is the price at the till. If a seller advertises a "sale" price, the seller should be able to show that it is genuinely reduced. In practice, enforcement relies on complaints, so informed consumers are the first line of defence.

A checklist for spotting a fake sale

First, check the history. If you have a price book or a screenshot, compare. If the "was" price is higher than anything you recall, be suspicious. Second, check the unit price. A "30% off" pack of cheaper quality may cost more per kilogram than a regular pack elsewhere. Third, check the conditions. A card-only price is not available to everyone; a multibuy price needs three items; "up to 50% off" applies to the best item only. Fourth, check the date. Some sales are advertised long after they have ended. Fifth, check the other costs: delivery, fees and finance charges can wipe out the saving.

Illustrate with an invented example. A TV advertised at R9,999, "was R14,999, save 33%", looks like a strong deal. But your notes show the same TV at R10,999 two months ago, so the real saving is R1,000, or 9%. Another retailer sells it at R9,799. The apparent bargain is neither. This example shows why a few minutes of checking matter. Use price tracking sites or retailer price histories for electronics, and compare at least three sellers.

Red flagWhat to do
Huge "was" price with no historyCompare with recent prices
"Up to X% off" headlineLook for the actual item price
Countdown timer that resetsIgnore the urgency
Card-only priceCheck if you qualify
Price far below all competitorsCheck the seller and product

Your rights and what to do if you were misled

If you bought on the basis of a misleading price, keep the advert, the receipt and any screenshots. Contact the store or customer service and ask for a correction, a refund or an exchange. If the seller does not respond, you can lodge a complaint with the National Consumer Commission or the relevant industry ombud, and for credit-related issues you can contact the National Credit Regulator. Defective goods can be returned within six months for a repair, replacement or refund, and online purchases can generally be cancelled within 7 days.

Cell C - Latest circular - South Africa
Cell CLatest circular, valid until 2 November 2026

Prevention is better than cure. Set a budget before you shop, write a list and take time to decide on big purchases. Use cards with consumer protection where possible and avoid paying by EFT to unknown sellers. Be sceptical of social media sales that ask for payment to a personal account. And remember that a good deal is one that you needed and paid a fair price for, not one that merely looks big on a banner. If you want to compare local prices, check the latest Cell C catalogue, HiFi Corp catalogue and Hirsch's catalogue to see current electronics deals in South Africa.

Frequently asked questions

Can a store advertise a fake "was" price?

No, the Consumer Protection Act prohibits false or misleading price representations.

Can I return an item bought on sale?

Defective goods yes within six months; change of mind depends on the store, except for most online purchases within 7 days.

How do I check a sale price quickly?

Compare with your own record, check the unit price and read the conditions.

Sources

  • Consumer Protection Act 68 of 2008; Electronic Communications and Transactions Act
  • Hypertext and MyBroadband (October 2026): Black Friday 2026 coverage