4 Mistakes Smart Shoppers Always Avoid on Black Friday

Of all the savings events, Black Friday consistently offers some of the absolute best deals of the year. But with so many great sales happening at once, it’s easy for our judgment to get clouded, often leading to impulse buys. In fact, recent research shows that nearly half of shoppers end up regretting their Black Friday purchases.

When it comes to avoiding the most common Black Friday pitfalls, I’m here to help. As a shopping editor, sales and deals are my specialty, and at Good Housekeeping, we’ve spent over a decade covering major shopping events like Black Friday, Prime Day and every sale holiday in between. I also consulted our Director of Editorial Commerce, Jessica Teich, for her expert tips on maximizing your Black Friday experience.

Mistake #1: Going in without a game plan

“Going into Black Friday and Cyber Monday with a plan is essential to avoid feeling overwhelmed by the sheer volume of deals,” Teich says. “Without a strategy, you risk decision paralysis and may miss out on some of the year’s best savings, or, on the flip side, end up splurging on items you don’t really want or need.”

Taking a time to prep can lead to real savings and help you avoid buyer’s remorse. At the very least, you should:

• Make a list of must-haves. To avoid unnecessary purchases, start by making a list of items you need or people you plan to shop for before even stepping foot in a store (or opening up your laptop, as the case may be). I like using the Notes app on my iPhone for quick access. It only takes a few minutes, but having a list makes it much easier to prioritize which stores to visit and which sections to head to first.
• Set a budget for the things you need. With deals everywhere, it’s easy to give in to impulse buys. Setting a maximum budget will help you focus on priority items and avoid unnecessary splurges. I like to take it a step further by setting aside a separate budget for “would-be-nice-to-have” items. I only dip into this fund if a deal is truly too good to pass up.
• Do your research beforehand. “If you’re planning to invest in a big-ticket item, like a new kitchen appliance or bedding, it’s essential to research in advance so you know exactly what you want before Black Friday arrives,” Teich says. For example, if you’re aiming to snag a vacuum, think about your specific needs — are you looking for a model tailored to pet hair or one that’s best for hardwood floors? Knowing your preferences and details about the models beforehand will save you both time and money.

Mistake #2: Prioritizing a good deal over quality

It doesn’t matter how good the deal is if the product just isn’t worth it. “At Good Housekeeping, our ethos is that there’s no such thing as a good deal on a bad product,” Teich says. “If you’re just hunting for the cheapest product or the highest discount, you may end up disappointed in the item’s performance, durability or longevity.”

I agree — I’ve found that investing in quality furniture, household essentials and even clothes and makeup tends to pay off in the long run, as these items often last longer. My biggest regret purchases are usually the ultra-cheap ones that break or wear out just a few months later.

Another rookie mistake? Waiting until the last minute to research deals. Teich suggests checking out the Good Housekeeping Institute‘s top-tested product recommendations before Black Friday, and then using our best-of-deals guides to find the best prices. “For Black Friday, we’ve already sifted through hundreds of thousands of deals to highlight impressive savings on top-tested, editor-approved products, and we’ll continue to update our coverage in real time straight through December,” adds Teich. “Let us help you track pricing and make your purchase when the savings are highest.”

Mistake #3: Overlooking the best time to save

Black Friday has evolved from a single day to a weekend event, and now to an entire month of deals. No complaints here — it can be less stressful to not have to pack all your holiday shopping into one day. However, for the deepest discounts, Teich advises waiting until Black Friday itself.

“While there are some impressive early deals out there, the biggest discounts of the year will come between November 29 and December 2,” Teich explains. “Adobe predicts that this period, known as Cyber Week, will drive $40.6 billion in online sales, a 7% increase from 2023.”

One caveat: If you’re planning to order custom or personalized gifts, Teich recommends not waiting until Black Friday. “Black Friday falls late this year, leaving only three weeks until Christmas, so it’s safer to purchase customized items early to ensure they arrive on time,” she says.

Mistake #4: Getting duped by fake discounts on marked-up prices

Ever notice that certain products on Amazon seem to be “on sale” all the time? “You’re not imagining things,” Teich says. “Some retailers will mark up prices only to run sales that look impressive but really aren’t, or they’ll have a ‘40% off’ sale with a countdown clock that somehow never expires.”

The solution? Use price comparison apps and third-party price trackers to check if you’re really getting a bargain. This is just one of the ways our deal-finding experts avoid recommending misleading “sales” on price-inflated products, to ensure you’re paying the lowest possible price. One of our favorites is CamelCamelCamel.

How to use CamelCamelCamel

If you shop Good Housekeeping‘s Black Friday deals page, you can rest assured our editors have vetted the retailers and products behind every deal we post. But if you’re doing research on your own, we recommend this price-tracking tool. “This extension and website shows the price history of an item on Amazon,” says Teich. “Just watch out for items with only a few months’ history — that can be a red flag for price gouging!” It might seem intimidating at first, but it’s easy to get the hang of. Just follow these simple steps:

• Copy and paste the product’s Amazon URL into the search bar.
• Toggle the timeline to see pricing history on the product over the past month or the past year.
• Look for the green line on the chart, which represents Amazon’s official pricing. The blue and red lines represent third-party pricing.





Shanon is a writer and editor who specializes in best-of product roundups and deals. She has over six years of experience, including almost three years as a Good Housekeeping product and reviews editor, covering the best sales and products across home, appliances, health, beauty, parenting and more.