Black Friday is Nov. 27, 2026, but the sale tags are already up. Best Buy says its early Black Friday deals start Nov. 6, followed by 10 days of doorbusters from Nov. 19. So, are Black Friday deals real? Some are. But a big red “40% off” only tells you how far the price fell from a “was” price. It does not tell you whether anyone ever paid that “was” price. Here is how to check in about two minutes before you buy.
The short version
You can tell a real Black Friday deal from a fake one by checking the price history, not the percentage on the tag.
- Look up the lowest price from the last 90 days before you buy; Chrome and Google Search can show price history and track prices for free in the US.
- Under federal pricing guidance, a “was” price should be a real price the item sold at on a regular basis, not a price set briefly to make a sale look bigger.
- Some “deals” are just a return to an old price: the Moto G Power 2026 listed at $299.99 in January and $399.99 by April, so $299.99 on Black Friday would not be a new low.
- Best Buy says most purchases made Oct. 30 through Dec. 31 can be returned through Jan. 15, 2027, but activatable devices such as phones are excluded.
- Compare the exact model number, because a cheaper version with a different model number is not the same deal.
The upshot: the discount on the tag is the store’s number. The price history is yours. Check it, and you stop paying extra for a sale that only looks good.
Are Black Friday deals real? What the rules say
Stores can advertise a “was” price, but the Federal Trade Commission’s guide on former price comparisons says that price should be “the actual, bona fide price at which the article was offered to the public on a regular basis.” Its own example is a store that sells a pen for $7.50, raises it to $10 for a short time, then advertises “Were $10, Now Only $7.50!” The FTC calls that “obviously a false claim.”
That is the trick to watch for. The “was” price may be real for a few days, or it may be the full list price that almost nobody pays. Either way, the percentage on the tag can look much better than the deal really is.
Step 1: Check the price history
This is the single most useful habit. Two free Google tools do it for you if you live in the US:
- On a computer, in Chrome: open the product page, then click the Shopping Insights icon at the top right of the address bar. A side panel shows the price history and the usual price range. Google says you need to be signed in to Chrome with sync for tabs and history turned on.
- On your phone, in Google Search or the Google app: search for the product, open its product card and tap Track price. You can set a target price, and Google will send a push notification and an email when the price drops below it.
Step 2: Use the 90-day test
Here is the rule we use at TechCity: a deal is real only if it beats the lowest price of the last 90 days. Do the math with real dollars, not the percentage.
Say a pair of earbuds is tagged “30% off $199.99,” so it costs $139.99. That sounds like $60 saved. But if the price history shows it sold for $149.99 for most of October, you are really saving $10, which is about 7%. That might still be fine. It just is not a Black Friday-sized deal.
Prices can also go backward. Motorola listed the Moto G Power 2026 at $299.99 in January and raised it to $399.99 by April, as we noted in our guide to the best phone under $300. If you see it for $299.99 this month with a “$100 off” tag, that is a fair price, but it is the same price it launched at.
Step 3: Match the exact model number
Before you compare prices, copy the full model number from the listing and search for it. TVs, laptops and headphones often come in several versions that look alike but have different chips, storage or ports. If you cannot find that exact model number anywhere else, you cannot check its price history, so treat the deal with extra care.
Shopping for a TV? Our TV guide by budget lists the model numbers worth buying at each price.
Step 4: Know the price match and return rules
A good return window takes the pressure off. Best Buy says most purchases made Oct. 30 through Dec. 31, 2026, can be returned through Jan. 15, 2027. My Best Buy Plus and Total members get until Jan. 31, 2027. The holiday FAQ leaves out phones and other cellular devices bought with a carrier contract, so if you are activating a phone on a carrier plan, check the return date on your receipt.
Best Buy also says it will match its own lower price if the price of a product it sells drops during the holiday season. Items sold by Marketplace sellers are excluded, and other limits apply, so keep your receipt and check the terms on its price match page.
Step 5: Add the savings you already have
Before you check out, look at what you can stack on top of the sale price: store reward points, a gift card you forgot about, or your credit card’s shopping portal or cash back. These are small, but they are real money, unlike a padded “was” price.
Watch out for deals that are too good
If a site you have never heard of is selling a new gadget for half the price everyone else charges, slow down. Check the web address letter by letter, look for a real return policy and a way to contact the store, and pay with a credit card rather than a bank transfer or gift card. Our guide to spotting AI scams covers the warning signs, and our list of tech gifts under $50 shows what fair prices look like.
Common questions
Is it better to buy now or wait for Black Friday?
If the price today already beats the 90-day low, buy it now, especially at a store with a long holiday return window. If it does not, set a price alert and wait.
Do prices go back up after Black Friday?
Often, yes, but not always. Set a price alert on anything you skip, and you will know if it drops again during Cyber Week. Best Buy says its Cyber Week deals run Dec. 1 to 6.
