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1Fix the driver behind crashes, sound loss and screen glitches2Clear out junk files and repair common Windows errors3Scan for outdated or missing drivers - takes under a minuteA festive-sale badge does not prove that a product is cheaper, and a countdown does not prove that an offer is about to end. To judge a deal, check the reference price, the basis for any comparison, the promotion’s terms and the final amount due at checkout. Official regulators have documented misleading practices in particular investigations and sales sweeps; those findings are not evidence that every seasonal offer is deceptive.
What the 2025 sales sweep found—and what it did not
A European Commission report published in 2026 summarizes a coordinated check of online traders during the 2025 Black Friday and Cyber Monday sales period. Authorities in 23 EU countries, Iceland and Norway checked 314 traders. The results offer a bounded snapshot of practices found in that sweep, not a measurement of every retailer or of all 2026 festive promotions.
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| Finding in the 2025 sweep | Share and scope |
|---|---|
| Incorrect discount reference prices | 30% of the 314 traders checked |
| Attempted additions of optional items | 36% of traders checked; among those cases, 40% did not clearly request consent |
| Displayed price comparisons | 34% of traders checked; among those, 60% did not clearly explain the reference price |
| Pressure-selling techniques | 18% of traders checked; more than half of those cases were considered misleading |
| Drip pricing | 10% of traders checked |
These figures describe the Commission’s checked traders and the 2025 sales period. They do not establish how common the practices are across all online shops, nor do they quantify how much a particular prompt changes an individual shopper’s decision. The Commission’s account of the sweep also highlights why shoppers should inspect both the advertised price and the basket total.
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In the EU, the Commission says a discount announcement must use the lowest price applied during the preceding 30 days. That is an EU-specific reference-price rule, not a universal standard for every country. For an EU offer, compare the advertised reference with the product’s lowest price in that period where you can verify it, and be cautious if the seller does not make the basis for a “was” or comparison price clear.
A crossed-out price or a percentage badge is only useful if its reference is meaningful. The Commission’s 2025 sweep found that 34% of checked traders displayed price comparisons; 60% of those did not clearly explain the comparison reference. A comparison may use a different product, seller, time period or price basis, so look for an explanation before treating it as a saving.
Read countdowns and scarcity labels as claims
A timer, “only a few left” notice, visitor count or “act fast” message can direct attention toward buying quickly. Regulators identify these as urgency or scarcity claims, but the available official findings do not establish a numerical causal effect on shopping decisions.
The UK Competition and Markets Authority (CMA) describes urgency claims as “any countdown timers, scarcity or ‘act fast’ messages” in its guidance on using urgency and price-reduction claims online. Singapore’s Competition and Consumer Commission says businesses must be prepared to back up urgency or scarcity claims in its consumer guidance on dark patterns.
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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteA Singapore enforcement release dated 18 May 2026 provides a specific example, not a finding about retailers generally. It names Boarding Gate, Origin Sleep and Light In The Box in connection with fabricated countdown timers, fake visitor counts and false discount claims. The release also describes a “Flash Sale” followed by successive sale names, undermining the claim that the offer was limited in duration. Read the Singapore enforcement account.
Check the basket before paying
The headline price may not be the amount you pay. In its 2025 sweep, the Commission reported attempted additions of optional items and drip pricing, in which charges emerge as a shopper proceeds through the purchase. Check that any add-ons are wanted, then review the final payable total for shipping, service and other fees before submitting payment.
- Confirm the offer’s terms. Check whether the deal depends on a membership, code, minimum spend, payment method or other eligibility condition.
- Inspect the basket. Remove optional items you did not choose and verify quantities, delivery options and selected services.
- Review the final total. Compare the amount due—not just the product’s headline price—with other offers for the same item and terms.
Keep the rules tied to the right jurisdiction
The EU’s 30-day reference-price rule, the UK CMA’s guidance on urgency and price-reduction claims, and Singapore’s guidance and enforcement are distinct. They should not be treated as one global legal rule. In the United States, the Federal Trade Commission’s FAQ says dynamic pricing may be used when pricing information is not misleading and discusses how promotions limited by eligibility should be displayed. The FTC’s online advertising guidance is US-specific; shoppers should check current official rules for their own jurisdiction.
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Because rules and enforcement can change, treat these sources as jurisdiction-specific guidance and examples, not legal advice for every purchase. The Commission report concerns the 2025 sale period, while its findings were published in 2026; it does not establish the depth or dates of 2026 festive deals.
A practical way to compare two offers
Use the same checks for each offer rather than choosing by the largest percentage badge:
- Reference price: Is the prior or comparison price clearly explained and, where the EU rule applies, consistent with the lowest price in the preceding 30 days?
- Final payable amount: What will the item cost after required shipping, service charges and any other fees?
- Optional items: Has the basket added anything you did not actively choose?
- Eligibility: Does the displayed deal apply to you under its stated conditions?
- Urgency or scarcity: Is there a clear, credible basis for the claimed deadline or limited availability?
If a timer or low-stock prompt is pushing you to decide before you can check these points, pause and compare the terms and final price. A deal is worth judging on what you will actually pay and the evidence behind the claim, not on urgency alone.
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