Trading Standards urges shoppers to be vigilant as Black Friday and Cyber Monday deals surge

As Black Friday and Cyber Monday sales gather momentum, the Trading Standards Service (TSS) is urging consumers across Northern Ireland to “shop smart” and stay alert to misleading deals, scams and counterfeit goods circulating during the busiest shopping weekend of the year.

Damien Doherty, TSS Chief Inspector, warned that the seasonal rush can leave consumers vulnerable to deceptive sales tactics. He said:

“While many retailers offer genuine discounts at this time of year, Black Friday can also be used to push misleading offers, counterfeit goods, fake reviews and pressure-sales tactics. TSS is encouraging shoppers to take a moment to assess whether the deal in front of them is truly as good as it appears.”

With promotions now in full swing both online and on the high street, TSS has issued practical guidance to help consumers avoid falling victim to scams or poor-quality goods.

• Research before you buy

Shoppers are encouraged to compare prices across multiple retailers to confirm whether a promotion really offers value. TSS notes that some retailers may artificially inflate prices ahead of major sale events.

Consumers are also reminded to use price-checking tools cautiously: while AI tools can analyse pricing histories and compare retailers, TSS highlights that “there are limitations”.

• Know your rights

The Consumer Rights Act 2015 offers strong protections when buying from UK-based retailers. Goods must be “as described”, of “satisfactory quality” and “fit for purpose”.

If a product is faulty, consumers are entitled to a refund within 30 days. After that, retailers must offer a repair or replacement, with the option of a refund if the issue persists.

When purchasing online, most items come with a 14-day cooling-off period, though this exemption does not apply to personalised or perishable goods. Importantly, consumer rights remain the same even if an item is on sale.

• Counterfeit goods on the rise

Fake electricals, toys, cosmetics and branded items are increasingly common, particularly on social media marketplaces. These products often fail to meet UK safety standards and can present significant safety risks.

• Watch out for scams

Fraudulent websites and fake social-media adverts multiply during peak shopping periods. TSS advises consumers to verify sellers, check for secure payment options and avoid offers that appear “too good to be true”.

• Check delivery and returns policies

Consumers are urged to read terms and conditions carefully—especially when purchasing from third-party or overseas sellers who may not fall under UK consumer legislation.

• Pay safely

TSS recommends using a credit card for the added protection of Section 75, and using debit cards only where chargeback protection is available.

• Reporting concerns

Anyone who believes they have been misled, scammed or sold counterfeit goods can contact Consumerline on 0300 123 6262 or via the NI Direct website at the Consumerline service page.