Have you ever noticed that a “huge deal” during Black Friday or Prime Day doesn’t feel like a bargain? You’re not alone—and there’s a sneaky reason behind it. Time and again, retailers have raised prices right before major sales, so that the discount feels bigger—even when the final price is no better than regular. Knowing when this happens can help you shop smart and avoid falling into discount illusions. Let’s peel back the curtain and explore 7 times retailers have pulled this trick.
