“BLACK FRIDAY” LURE FOR THE UNINFORMED: What lies behind the 20 to 80 percent discount

TRADERS, despite the unfavorable epidemic situation, are hoping for shopping madness this “Black Friday”, which officially arrives on November 26. Many started with discounts a week earlier, but behind the bombastically announced discounts, from 20 to 80 percent, are mostly skilled marketing tricks.

Many readers of “Novosti” complained to our editorial office that traders literally flood them by sending emails or promoting discounts via social networks. However, when they went to the store, there was neither the listed goods nor the actual discount. As they point out, the duration of the reduction and the percentage were also falsified.

Many sellers are only announcing discounts for November 26, but they are hiding how much the estimate will be. These are well-known techniques to entice consumers to come to the store. In our country, reductions are never like in Western countries and are mostly only apparent. This year, it was especially pronounced, because due to the pandemic, supply chains were interrupted, which raised the prices of products, and traders were left with stocks of unsold goods. The National Consumers’ Organization of Serbia (NOPS) advises customers to shop online so as not to expose themselves to infection by going to shopping malls and stores.

– In that way, it will avoid crowds, and one of the most important advantages is that the consumer during the electronic purchase has the right to return the product to the seller within 14 days without any explanation why it does so – points out Marko Dragić from NOPS. – On the other hand, when he buys in a store, then the trader has no legal obligation to replace the product if it is correct, and the consumer, for example, does not like the size or color. It is then a matter of the goodwill of the seller.

He warns consumers to make online purchases only through registered platforms, because that is the only way they can exercise their rights later, if a problem arises. He advises customers not to fall prey to fake discounts. If a discount of, for example, 50 percent is announced, then at least one fifth of the goods in the store must be on that discount. It often happens that there are no items for which a discount has been announced. Also, traders intentionally raise prices a certain short period earlier, and then announce a reduction. However, the buyer can hardly notice that. Novi Sad resident Ivana Samardžija points out that “Black Friday” is a lure for the uninitiated.

– A well-known fashion brand sent me a message via “Viber” that the goods are at a discount of “up to 50 percent” – Jovic explains. – When I left, it turned out that almost nothing was on sale, only a few items were minimally cheaper. Their excuse was that the reason they have a new collection.

As they explain in NOPS, this is a very skilful marketing trick when the trader states that the discount is “up to 50 percent”, because that means that it can be only one percent. This is just a way to get the customer to come to the store. Danijela Markovic from Belgrade tells us that she is literally “bombarded” every day with emails or through social networks, announcing alleged discounts.

– As if I will get everything for free, special offers are arriving, allegedly designed just for me – says Marković. – That is how they offered me a TV set, which they stated cost 150,000 dinars, for 100,000 dinars. However, when I compared the same model in other retail chains, it turned out to be its regular price.

E-SHOPPING ONLY

BELGRADE Sanja Petrovic points out that she never goes shopping on “Black Friday”, because we do not have big discounts like in Western countries.

– Especially now, at the time of the crown, I would not go in a hurry – says Petrovic. – I always look at the sites and if I find something affordable, I buy electronically.

Jelena Stojanović says that in order to avoid the crowds, she bought shoes for her eight-year-old daughter from a well-known brand from the region, which started with discounts earlier. She points out that a 20 percent discount was announced, but that she paid dearly for the product, 7,200 dinars, which seems to her as if only a seemingly shown discount.

WHEN THEY SEE THE DISCOUNT, THEY DON’T THINK

The NATIONAL Consumers’ Organization of Serbia points out that a large number of complaints come to them every year for shopping on “Black Friday”.

– When consumers see massively announced discounts, they do not think, nor do they look at the product in detail, and there are often many inconsistencies, ie malfunctions – explains Marko Dragić from NOPS. – And when the goods are bought at a discount, buyers have the same rights.