The Reality of ‘Black Friday’ Sales

This morning, I served a lovely client from Ruakaka. She asked if we were doing any Black Friday sales. I explained that we didn’t, as frankly, our everyday prices are very sharp anyway. Later, as she was paying for the beautiful lounge suite she had chosen, she said, “ I get what you mean about your pricing, you guys are at least $1000 less than other places looked”. Her words – not mine! 

So let’s talk about Black Friday Sales.

Black Friday lands every year with the promise of unprecedented savings—a chance to grab that big-ticket item at the lowest price of the year. Retailers paint a picture of urgency and massive discounts.

But for the savvy New Zealander, a critical question must be asked: Is this a legitimate saving, or are retailers manipulating the system to create the mere appearance of a deal?

Coincidentally,  RNZ posted an article today that exposes this very issue.  This year’s winners of the “Yeah Nah” awards were announced. To be eligible, products had to either fail a legal standard, include hidden charges, make false claims, be an “absolute rip off” or have unclear messaging or design so that consumers were confused.

 One of the big box retailers was awarded a “Yeah Nah” gong for their questionable pricing tactics.Link below:

https://www.rnz.co.nz/news/national/578457/list-of-products-businesses-on-consumer-nz-s-anti-awards

At Outside Space NZ, we think the whole cycle is broken. Our products, like our top-tier powder coated aluminium outdoor furniture, are priced fairly every day. We don’t run faux flash sales, we don’t do Black Friday, and we certainly don’t play the price-hike game.

Why? Drawing heavily on local New Zealand consumer data, reveals that the Black Friday system is frequently manipulated to pressure you into purchasing now, rather than give you the best deal.

The New Zealand Investigation: Are We Being Fooled?

Independent price tracking and consumer advocacy in Aotearoa consistently uncovers a disconnect between the marketing hype and the reality of the price tag. The data shows that the Black Friday hype is often exactly that: hype.

The “Same Price or Less” Phenomenon

In a major blow to the idea of a universal bargain, an investigation by Consumer NZ found that for a vast number of tracked products, the Black Friday price was far from a unique deal.

Consumer NZ found that 77% of the products they tracked at major big-box retailers could have been purchased for the same price or even less in the weeks prior to Black Friday. Source: Consumer NZ Study Finds Phony Black Friday Deals

In other words, the “Black Friday Sale” price was often just the normal, periodic sale price under a more urgent, high-pressure banner.

The ‘Fake Sale’ Price Hike

The most cynical tactic identified by watchdogs is the pre-sale price hike—the mechanism by which retailers literally invent a discount to make the “sale” look better.

Price comparison site PriceSpy has uncovered a growing trend where some retailers artificially increase the price of a product in the weeks before major sales events.

PriceSpy research showed that 15% of products listed on its site in a recent Black Friday campaign were “fake sales,” with prices hiked beforehand. In some cases, 16% of products actually saw price increases during Black Friday compared to a normal shopping day. Source: ‘Fake’ discounts leave a black mark on Black Friday | RNZ News

You might think you are getting 50% off the listed “was” price, but in reality, you may only be saving a small amount off the item’s true, recent selling price.

Why Outside Space NZ Doesn’t Play the Game

This is where the rubber meets the road. We are committed to selling quality outdoor furniture that is low-maintenance. That commitment extends to our pricing model.

1. Honest, Everyday Pricing: We work hard with our suppliers to secure the absolute best price for our powder-coated aluminium furniture year-round. This allows us to set one fair price, every day.

1. No Seasonal Hikes: We don’t inflate the price in October just to “discount” it in November. What you see is what you get, meaning the best time to buy outdoor furniture from us is whenever you are ready.

1. Focus on Quality, Not Clearance: Our focus is on sourcing and supplying high-grade materials and exceptional designs. We would rather invest in ensuring you get decades of use out of your purchase than in marketing dollars to lure you in with fake sales hype.

A Note on the Law: The Commerce Commission (ComCom) enforces the Fair Trading Act (FTA), which makes it illegal for businesses to mislead consumers or make false claims about pricing, discounts, and the reasons for a sale. If a business routinely sells a product at a promotional price, that “special” price can become its “usual” selling price, and advertising it as a discount is misleading. Source: Commerce Commission Guidance on Pricing

Your Action Plan: Take a Deep Breath- and Do Your Homework

Whether you buy from us or anyone else, being a savvy New Zealand consumer is your biggest asset:

• Check the Price History: Use independent price comparison sites like PriceSpy to check a product’s price history chart. This immediately exposes any pre-sale price hikes.
• Ignore the Countdown: Do not allow urgency tactics to rush you. A legitimate bargain will still be a bargain after you take five minutes to do your research.
• Know Your Rights: Your rights under the Consumer Guarantees Act (CGA) are not lessened just because you bought an item on sale.

The final verdict? While a few genuine “loss leaders” exist, the promotional period is dominated by exaggerated marketing and manipulation. At Outside Space NZ, our promise is simple: the price you see is the honest price, today and tomorrow.

Kerry is the co-owner of Outside Space NZ, offering a range of contemporary outdoor furniture and sun umbrellas for coastal living kiwis seeking premium quality outdoor products and design at achievable prices.