A new survey by the Competition and Consumer Protection Commission (CCPC) has revealed widespread consumer mistrust of sale pricing ahead of Ireland’s Black Friday and Cyber Monday events. Nearly two-thirds of shoppers said they do not trust that the prices listed during sales reflect genuine discounts.
The study, conducted in October with Ipsos B&A and involving a nationally representative sample of 1,034 adults, also highlighted the influence of social media on shopping decisions. About a quarter of respondents said their decision to purchase a sale item was influenced by recommendations from social media influencers. The effect was strongest among younger shoppers, with 40% of those aged 15 to 24 reporting that influencer suggestions shaped their buying choices, compared with 24% of people over 25.
Despite the seasonal hype, over half of respondents (59%) said they were unlikely to make purchases during the upcoming sales period. Among these, one in five cited lack of trust in deals as a key reason. The survey also found that almost three in four consumers (72%) make unplanned purchases during sales, with six in ten of those expressing regret about their choices afterward.
Trust in sale pricing appears to be higher among younger shoppers, with 52% of 15- to 24-year-olds saying they believe discounts are accurate. Awareness of consumer protections has also risen slightly, with 70% of respondents aware that businesses must follow specific rules around sale pricing, up from 65% in 2024.
New regulations introduced in Ireland in 2022 require retailers to display discounts based on the lowest price a product was offered at in the previous 30 days. Retailers failing to comply can face enforcement action.
Gráinne Griffin, Director of Communications at the CCPC, warned that sales can place consumers under pressure to make quick decisions. “This can often lead to them spending more than they intended or buying something that they will later regret,” she said. Griffin advised shoppers to make lists, set budgets, and take time before purchasing.
She also urged caution when following recommendations from social media influencers, stressing that advertising must be clearly labelled and should not mislead consumers.
Black Friday is set for Friday, 28 November, with Cyber Monday following on 1 December. The CCPC’s findings suggest that while shoppers are drawn to the promotions, careful planning and awareness of rights remain essential to avoid overspending or falling for misleading deals.
