How to tell if a deal is real
A big red "50% OFF" badge tells you what a retailer wants you to feel. It doesn't tell you whether you're getting a good price. Here's how to check for yourself in a couple of minutes.
1. Ignore the "was" price, check the usual price
The crossed-out price is the retailer's reference point, and it's often the highest price the product has ever had, sometimes only for a short time. UK rules say "was" prices mustn't mislead you, but a product can still be shown against a high launch price long after almost nobody pays it.
A more useful question is: what has this actually cost over the last few months? If a vacuum has sat at £199 for most of the summer, "£299, now £199" isn't a saving of £100. It's the normal price.
Rule of thumb: compare today's price with the 90-day average, not the "was" price. At least 15% below the average is usually a genuinely good price.
2. Compare the same model at other retailers
Retailers watch each other closely. If a deal is real, others often match it within days. If only one shop has a "sale" and everyone else is cheaper, it isn't a sale.
Make sure you're comparing exactly the same model. Storage size, colour, bundle contents and model year all change the price. A TV with a slightly different model code may be last year's version, or one made for a specific retailer.
3. Add delivery before you compare
A lower headline price can end up more expensive once delivery is added. Large items such as TVs and appliances can carry significant delivery charges, while other retailers include it free. Always compare the total you'd actually pay.
4. Be sceptical of countdown timers
"Ends tonight", "only 2 left" and flashing timers are designed to stop you comparing prices. Genuine limited-time offers exist, but many "flash sales" return the following week. If you're unsure, note the price and walk away. If the price comes back, you've lost nothing.
5. Look for a pattern in the price history
Some products follow a clear cycle: they drop for big sales events, rise again afterwards, and drop again. If a product has been cheaper twice in the last three months, there's a good chance it will be again.
| What you see | What it usually means |
|---|---|
| Big % off, price close to its 90-day average | Normal price with a sale badge |
| Price below the 90-day low | A genuinely good time to buy |
| Only one retailer has the "deal" | Check the others, they may be cheaper |
| Price was lower a few weeks ago | Consider waiting for it to drop again |
Don't forget: a good price on something you don't need isn't a saving. The best deal is a fair price on the right product.
How Priclo does this for you
As our price tracking rolls out, every product page on Priclo will show the current lowest delivered price, its 30-day and 90-day averages, its lowest recorded price, and a verdict based on those numbers alone. When a price is higher than usual, we'll tell you to wait. Read how we rate deals.