Is that Black Friday deal real? How to check a 'was' price before you buy

Why "was" prices need checking

Black Friday is Friday, November 27, and Cyber Monday is November 30. Over the next few weeks you'll see a lot of crossed-out prices. Some show real savings. Others compare today's price with a "was" price the item barely sold at. A few free tools and store policies can help you tell the difference, and federal guidance says what a fair "was" price should look like.

At a glance

• The FTC's pricing guides say a former price should be one the item was openly offered at for a reasonably substantial period.
• Price history tools such as Keepa and CamelCamelCamel chart past Amazon prices.
• Target's holiday price match runs from November 1 to December 24, 2026, for drops in Target's own price.
• Best Buy says it will match its own price if a product it sells drops during the holiday season.
• Keep screenshots of prices and dates. They help if you need to claim a price adjustment or complain.

What the FTC says about former prices

The FTC's Guides Against Deceptive Pricing (16 CFR Part 233) set out when price comparisons can mislead. Section 233.1 says a former price is fair when it's "the actual, bona fide price at which the article was offered to the public on a regular basis," and was "openly and actively offered for sale, for a reasonably substantial period of time." It's deceptive if "an artificial, inflated price was established for the purpose of enabling the subsequent offer of a large reduction."

The FTC's own example is a retailer that normally sells pens at $7.50, raises the price to $10 for a short time, then advertises "Were $10, Now Only $7.50!" That's not a bargain.

Section 233.3 covers "list price" and manufacturer's suggested retail price comparisons. It says these can mislead if the list price is "significantly in excess of the highest price at which substantial sales in the trade area are made." In other words, a "compare at" price nobody actually charges isn't a real saving.

The guides are the FTC's view of how the law applies, rather than a law you can sue under yourself. But the FTC, and state attorneys general under their own laws, can act against misleading pricing.

Tools for checking price history

Keepa and CamelCamelCamel track Amazon prices. Search for a product, or paste its Amazon link, and you'll see a chart of its price over past months. Both let you set alerts for when the price drops below a figure you choose.

Your own records. For other stores, take a screenshot of the product page now, with the date. If the "was" price on Black Friday is higher than what you saw in early November, be wary.

Store price adjustment policies

Target. Target's help pages say that from November 1, 2026, if you buy an item in store or online and the price goes lower at Target on or before December 24, 2026, you can ask for a price match. The lower price must be on Target.com or in a Target store, and Target excludes items such as clearance, closeout and price errors. Outside that window, Target's standard policy covers price drops within 14 days.

Best Buy. Best Buy says: "If the price of a product sold by Best Buy drops during the holiday season, we'll match it." Marketplace products are excluded. It also says most purchases made October 30 to December 31 can be returned through January 15, 2027.

A worked example

This is an illustration, not a real case. On Black Friday, a coffee maker is shown at "$79.99, was $129.99," a saving of $50. Alex checks the price history. It sold at $84.99 for most of October and only went up to $129.99 for a week in early November. The real saving is $5.

She buys it anyway, from Target, on November 27 for $79.99. On December 12, Target cuts it to $69.99. Because the drop happened before December 24, she asks for a price match and gets $10 back.

What to do now

1. Write down or screenshot today's prices for items you plan to buy, with the date.
2. Set price alerts for Amazon items with Keepa or CamelCamelCamel.
3. Check the store's price-adjustment policy before you buy, and keep your receipt.
4. Ignore "compare at" prices you can't find anywhere else.
5. Report misleading pricing to the FTC at ReportFraud.ftc.gov and to your state attorney general.

Questions

Is it illegal to show a fake "was" price?

The FTC's guides say an inflated former price is deceptive, and the FTC and states can act against deceptive advertising. Whether a particular price breaks the law depends on the facts and your state's rules.

Does Target match Amazon or Walmart over the holidays?

Target's holiday price match covers its own lower prices. Its help pages say the lower price must be found on Target.com or in a Target store.

Do price trackers work for every store?

Keepa and CamelCamelCamel are built for Amazon. For other stores, your own screenshots are the most reliable record.

Ways to save

Once you know a price is fair, check for a code on top. Logitech, EarFun and Soundcore are on Promo Magpie for tech, and Giftcards.com for set-value gifts.

Sources: 16 CFR 233.1: Former price comparisons, 16 CFR 233.3: Advertising retail prices which have been established or suggested by manufacturers, Target: Price Match Guarantee, Best Buy, October 27, 2026: holiday calendar, Keepa, CamelCamelCamel, FTC: ReportFraud.ftc.gov

Ad: affiliate links. The codes and deals below link to the stores, and we may earn a commission if you buy, at no cost to you. How we make money.