That “70% off only today!” banner looks tempting, doesn’t it? Big red fonts, flashing buttons and countdown timers all create the same feeling. Act now or lose. But what if that bargain isn’t real? The Federal Trade Commission, or FTC, spent much of 2024 and 2025 tackling fake discounts across the web. Many “sales” were built on inflated prices or hidden fees. With a calm look behind the curtain, every shopper can learn the tricks and start finding authentic savings.

Tricks Hiding in the Price Tag

Retailers often use clever psychology to make prices appear smaller. One common trick is anchoring. A made‑up “original” price sits next to a lower tag, fooling the brain into thinking there is a big saving. Another is charm pricing. When you see $9.99 instead of $10, the first number feels lighter even though the difference is just a cent. Then there is urgency. Timers or “only two left” messages pressure shoppers to act before checking.

Research from Shopify and Psychology Today shows these tactics increase sales because they tap into instincts. The promise of a deal triggers excitement long before reason kicks in.

What the FTC Found

The FTC has taken multiple actions against misleading promotions. A notable 2024 case involved Arizona dealerships that inflated “retail” prices to exaggerate discounts. That same year, the agency expanded its junk fees initiative to curb hidden costs and deceptive pricing.

Losses from scams keep climbing. Data from the FTC’s Consumer Sentinel Network shows Americans lost about $12.5 billion to scams in 2024, with over $3 billion tied to online shopping. Fake “price drops” have become one of the most common forms of online fraud.

How Savvy Shoppers Outsmart “Deals”

Experienced shoppers no longer take sale banners at face value. One Reddit user on r/Frugal tracked a hundred “limited‑time” sales and found half repeated prices within weeks. Others use price‑history tools like Keepa or CamelCamelCamel to confirm whether markdowns are genuine.

In their words: “Half the discounts were fake. The other half felt great because I proved they were real.” Knowledge turns guesswork into control.

How to Check a Price

You do not need advanced tech to verify a deal. CamelCamelCamel archives Amazon price histories, while Keepa plots detailed trends and alerts buyers to real drops. When an item’s “discounted” price repeats for months, it’s a signal that no discount exists.

Browser tools help too. Extensions such as PayPal Honey, Capital One Shopping, and Karma test coupon codes across hundreds of retailers. Cashback options like Rakuten or Coupert repay part of each purchase. Their best feature is clarity. They confirm when the savings are real.

The Rise of Fake Coupons

Social media ads promising “90% off” big‑name products often lead to cloned sites that steal data. The FTC warns that fraudulent stores skip security features and insist on money‑transfer payments. The Better Business Bureau tracks similar fake coupon chains on Facebook and TikTok.

Always check the web address. Secure stores show “https.” If a URL seems odd, search the retailer’s name with “BBB” first to spot alerts before buying.

Why Fake Discounts Keep Working

Our brains react positively when we think we’re beating the system. Studies link this to small dopamine spikes that make deals irresistible. Even fake urgency can trigger the same satisfaction. Marketers know it works, which is why countdowns and “exclusive today” tags never truly disappear.

Recognizing that pattern turns temptation into insight. When you pause before clicking, you instantly regain control.

The Hidden Cost of a “Bargain”

Most online stores maintain margins around fifteen to seventeen percent. That room allows sellers to inflate base prices by thirty or forty percent and still claim a “sale.” A shirt labeled $150 “before discount” might never have sold above $90.

The FTC calls this deceptive when the supposed higher price has no evidence. Several large brands quietly dropped “compare at” claims after 2024 investigations.

Smarter Tools, Real Savings

Two quick tactics protect every purchase. First, review price history with Keepa or CamelCamelCamel. Second, pair that check with a live coupon or cashback app. A combination like Honey plus Rakuten can spot honest markdowns and discard fake ones.

Over time, these methods build your confidence and expose which retailers deserve your loyalty.

Stay Ahead of Scams

Fraud evolves constantly. Countdown timers reset, “flash” sales loop, and cloned stores pop up overnight. Stay informed through official consumer alerts from the FTC. Avoid any store that mirrors another brand’s design or runs identical “clearances” month after month. Real sales end. Fake ones just reload.

The Smart Shopper Mindset

Smart shoppers ask first, buy second. They cross‑check before paying, compare policies, and never act out of panic. They know that every “too good” offer is an opportunity to test truth, not luck.

A confirmed discount feels better than a rushed one, and genuine savings always show up in history, not hype.

Final Thought

There is no mystery to the “science” of online sales. It hides in the way numbers are framed, fonts are colored, and timers are set. Once you see those signs, you keep your money where it belongs.

Stay alert, use reliable tools, and share what you learn with others. Helping one another recognize fake deals is the surest way to make online shopping safer for everyone.