Growth Suite
Solutions Pricing Growth Masters Partner Program
Try For Free
Expert Answer • 2 min read

Should I increase prices before Black Friday?

As a small e-commerce business owner preparing for Black Friday, I'm wrestling with a strategic pricing dilemma. I want to maximize my profit margins during the biggest shopping event of the year, but I'm unsure whether increasing prices before the sale will help or hurt my overall revenue. I've heard conflicting advice about pricing strategies, and I need a clear, data-driven approach to ensure I'm not leaving money on the table or alienating potential customers. What are the pros and cons of pre-sale price adjustments, and how can I implement this strategy effectively?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Artificially increasing prices before Black Friday to make discounts look bigger is deceptive and illegal in many jurisdictions. FTC and UK ASA regulations require that advertised 'was' prices reflect genuine prior selling prices. Don't do it. Your actual discount on real prices is sufficient - deception destroys brand trust far more than a modest deal.

Complete Expert Analysis

Price Inflation Before Black Friday: The Truth

Raising prices before Black Friday to inflate discount percentages is a widespread but illegal practice. Regulators in the US, UK, EU, and Australia have cracked down on it with significant fines. Beyond legal risk, customers are increasingly price-savvy - tools like CamelCamelCamel and browser extensions track price history and expose manipulation immediately.

JurisdictionRuleRisk
USA (FTC)'Was' price must reflect genuine prior priceFTC enforcement, consumer lawsuits
UK (ASA/CMA)Reference price must have been valid 28+ daysFines, public naming, brand damage
EU (Consumer Directive)Must show lowest price from prior 30 daysNational enforcement, significant fines
Australia (ACCC)Reference prices must be truthfulCivil penalties up to $50M

Why brands do it (and why it backfires)

  • Makes 20% look like 40% off
  • But customers use price tracking tools
  • Gets shared on social as "fake sale"
  • Regulatory fines + brand damage

What to do instead

  • Offer a real, meaningful discount
  • Negotiate better COGS with suppliers
  • Create perceived value via bundles
  • Add free gifts instead of inflating prices

The best Black Friday brands compete on genuine value - actual discounts, exclusive products, superior service. Customers remember who gave them real deals and who tried to manipulate them. Trust is worth more than short-term margin.

New Strategy For Your Shopify Store

Turn This Knowledge Into Real Revenue Growth

Growth Suite transforms your Shopify store with AI-powered conversion optimization. See results in minutes with intelligent behavior tracking and personalized offers.

+32% Conversion Rate

Average increase after 30 days

60-Second Setup

No coding or technical skills needed

14-Day Free Trial

No credit card required to start

Start Free Trial
Book a Demo Call →
GDPR Compliant
24/7 Support
Cancel Anytime
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

Continue Learning

Discover more expert insights to accelerate your e-commerce growth

Browse All Questions