Was it a good deal or did you Sales Aren’t Always Savings: How to Avoid Overpaying with Smart Shopping?

Written by

Nicolette de Klerk

in

When you see a big red “SALE” sign, it’s hard to resist the urge to buy. After all, who doesn’t love a good deal? But here’s the truth: a sale doesn’t always mean you’re saving money. Retailers use clever pricing strategies to make discounts seem more appealing than they really are.

In this article, we’ll break down:

  • Why sales can be misleading
  • How vendors manipulate pricing to create false urgency
  • A smarter way to shop—comparing prices across stores
  • How to determine real value, not just perceived discounts

By the end, you’ll know how to spot real bargains vs. marketing tricks—so you never overpay again.

1. The Psychology of Sales: Why We Fall for Discounts

Sales play on our emotions. The idea of “missing out” on a deal triggers FOMO (Fear of Missing Out), making us more likely to buy—even if we don’t need the product.

Common sales tactics include:

  • “Limited Time Offer!” – Creates urgency
  • “50% OFF!” – Makes us feel like we’re getting a steal
  • “Original Price: R200, Now R120!” – Makes the discount seem bigger

But here’s the catch: The “original price” isn’t always real. Some retailers inflate prices before marking them down, making the discount seem larger than it is.

2. Vendors Control the Price—Not the True Value

A “sale” is just a pricing strategy. Retailers decide what to charge, meaning they can artificially raise prices before offering a discount.

Example: The Illusion of a “20% Discount”

  • Store A prices a shirt at R100, then marks it “20% OFF” for R80.
  • Store B sells the same shirt for R70—no sale needed.

Even with the “discount,” Store A is still R10 more expensive than Store B.

Key Takeaway:

  • Sales don’t compare prices across stores—they only highlight discounts from one retailer.
  • The real question isn’t “Is this on sale?” but “Is this the lowest price available?”

3. Not All Sales Are Equal—Some Are Just Marketing Tricks

Some discounts are genuine, but others are designed to manipulate shoppers. Here’s how to tell the difference:

Fake Sales vs. Real Savings

TacticHow It Tricks YouHow to Avoid It
Inflated “Original Price”The “before” price is exaggerated to make the discount look bigger.Check price history (tools like PriceRunner or CamelCamelCamel).
“Buy One, Get One Free”Often, the single-item price is raised to cover the “free” product.Compare unit prices—sometimes buying separately is cheaper.
“Clearance Sale”Items may be old stock or low-quality leftovers.Ask: “Would I buy this if it weren’t on sale?”

4. A Smarter Way to Shop: Price Comparisons Beat Sales

Instead of chasing sales, compare prices across multiple stores for the same product.

How to Do It:

  1. Use price comparison tools (Google Shopping, PriceCheck, Honey).
  2. Check different retailers—sometimes smaller stores have better deals than big brands.
  3. Look beyond the discount tag—calculate the actual cost per unit.

Example: Finding the Best Deal on Headphones

  • Store A: “30% OFF!” – R700 (originally R1,000)
  • Store B: No sale, but priced at R650
  • Store C: Refurbished model for R500

Best choice? Depends on your needs—but Store B is cheaper than Store A’s “sale.”

5. The Real Question: Which Vendor Offers the Best Value?

Instead of asking, “Is this on sale?” ask:


✅ “Is this the lowest price for this exact product?”
✅ “Are there hidden costs (shipping, warranties)?”
✅ “Is the quality the same elsewhere?”

Pro Tip:

  • Wait for genuine seasonal sales (Black Friday, end-of-season clearances).
  • Track prices over time—some “sales” are just regular prices in disguise.

Conclusion: Stop Chasing Sales—Start Shopping Smarter

Sales can be great, but they’re not always savings. By focusing on real price comparisons rather than flashy discounts, you’ll avoid overpaying and make smarter purchases.

Next time you see a “SALE” sign, ask yourself:

  • Is this really the best price?
  • Would I buy this if it weren’t discounted?
  • Can I find it cheaper elsewhere?

By shifting your mindset from “discount hunting” to “value shopping,” you’ll keep more money in your pocket—where it belongs.

We don’t spam! Read our privacy policy for more info.

More posts