Price comparison service PriceMe has issued a warning about deceptive Black Friday deals.
New research reveals 76 percent of the 100 most popular products last year were more expensive on Black Friday than other times of the year.
It says one in four Kiwis are sceptical of the sales, but many shoppers still expect to save 40 percent on fashion and tech.
Chief executive Gavin Male says retailers use misleading sales tactics to make products appear cheaper.
"Deals are always available, so it pays to compare and to check those prices of everything throughout the year, because there could always be one shop that's got an anniversary sale for their own brand."
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