Across North American shoppers, a sizable share is keen on avoiding fake Black Friday discounts by checking prices across multiple marketplaces. A market study conducted at the Marco Mall shopping center and reviewed by SocialBites.ca reveals that 58 percent of respondents intend to verify discounts through cross‑platform price comparisons. The finding underscores a growing skepticism toward seemingly deep discounts and a preference for real value. Shoppers now expect retailers to publish consistent prices, clear discount messaging, and transparent terms. They see price comparison as a safeguard against misleading promotions that rely on limited-time offers or questionable coupon codes. The study notes that buyers often look at the total cost of a deal, including shipping, taxes, and potential returns. In practice, a headline discount might vanish once these extras are calculated. Because of this, many consumers rely on price tracking apps and marketplace aggregators to map price histories and identify genuine bargains. Marketers who want to capture attention must communicate honest value, provide straightforward terms, and stand behind guaranteed prices across channels. The study also highlights that many consumers compare not just prices but the overall deal, considering shipping costs, return policies, and warranty terms before making a decision. In effect, this behavior shows how price transparency influences choices and where people shop for the best value across platforms.
This year, shoppers signal strong interest in apparel and footwear at 37 percent, electronics at 26 percent, and cosmetics at 15 percent. These categories reflect both practical needs and gift-worthy aspirations as Black Friday volumes grow across online and brick‑and‑mortar retail channels. Fashion items drive traffic, especially when paired with limited-time offers like bundles or free shipping thresholds. Electronics remain a core draw, with high-ticket devices benefiting from price guarantees and risk-free return policies. Cosmetics and personal care products gain traction through value sets and exclusive bundles that appeal to gift buyers. Retailers should anticipate a mix of in-store pickups and rapid home delivery as consumers weigh convenience against the thrill of a deal. The distribution of demand across categories also hints at how retailers curate catalogs to guide shoppers toward complementary purchases, increasing the average order value and overall basket size.
A large portion of shoppers, 74 percent, plan purchases ahead rather than making impulse buys. When evaluating Black Friday deals, respondents still prioritize discount depth at 28 percent, product quality at 23 percent, and brand reputation at 19 percent. A notable 43 percent say they scrutinize the authenticity of discounts by comparing prices across online platforms to avoid falling for fake offers. The emphasis on price integrity extends beyond the initial price tag to the whole shopping experience, including seller reputations, return windows, and customer service responsiveness. In tandem with price checks, many buyers look for verified reviews, clear product descriptions, and trusted warranty terms before committing to a purchase. Retailers can build trust by displaying verified price histories, transparent coupon terms, and easy access to customer support. This behavior indicates that consumers value reliable, straightforward deals more than a flashy leaderboard or manipulated discounts.
In addition, 57 percent report having bought items from major marketplaces before. Yet 87 percent say they have purchased brands they encountered offline at some point and were satisfied with the quality. This pattern shows that shopping behavior blends online convenience with offline assurance. Shoppers often research a brand online, test it in-store, and then return to the digital storefront to complete the purchase. The result is a growing demand for consistent brand messaging across channels, trustworthy product information, and visible stock levels. Retailers who align in-store and online experiences tend to perform better during peak sale periods. Consumers also appreciate easy price comparisons after viewing products in a showroom or pop‑up event, reinforcing the importance of omnichannel readiness for the holiday season.
The study also highlights the most desired gifts for the New Year. As gift lists take shape, electronics such as tablets, headphones, and smart home devices top many wish lists, alongside fashionable apparel and practical accessories. Beauty products, skincare sets, and fragrance bundles remain popular, offering gift-worthy options in different price ranges. Gift cards continue to play a significant role, enabling recipients to choose what they want while giving the giver confidence that the purchase will be appreciated. For households planning budgets, bundles and curated gift sets can provide perceived value and convenience, especially when combined with free shipping or quick delivery. The evolving dynamics of Black Friday and year‑end promotions suggest that shoppers will seek clarity, assurance, and speed as they finalize their purchases throughout November and December. Retailers who deliver consistent pricing, transparent deals, and reliable fulfillment stand to benefit as consumers weigh options and make thoughtful, informed decisions at scale.