Tech deals in 2025: navigating ‘ghost’ discounts and fake reviews



Every year, the end of Autumn marks a period of major sales. Starting with Singles Day and Black Friday and continuing to the Christmas shopping spree, consumers are desperately searching for big discounts. According to a UK-based survey, 67% of respondents feel that growing living costs pressure them to look for deals, and 71% believe this helps them save money. But does it, really?

For years, tech products have been among the most susceptible to manipulative pricing, figuring in previous fake discounts research in the UK, France, and the US. Conducted during Black Friday 2024, the latter study found that 37% of the hottest tech products saw significant price hikes just before the event, making Black Friday’s offer look like a major deal. However, the study tracked fewer than a hundred products, prompting the question of whether this trend can be observed more widely.

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