On Black Friday, percentages fly at you from every direction: 40%, 50%, sometimes even more. But how much less are you really paying than last month? In this article you'll find out which rule applies to discounts, how to recognise a real deal in five checks, and what to watch out for when you let an AI assistant search for deals.
Short answer
Since 2022, a discount has to be calculated from the lowest price the shop charged in the previous 30 days. If you see a crossed-out price you haven't seen anywhere in the past month, the discount is smaller than it looks. So check last month's price, work out the total cost and read the returns policy before you order.
The 30-day rule: what does the law say?
A price reduction has to be compared with the lowest price of the past 30 days.
The rule comes from the European Omnibus Directive and has applied across the EU since 28 May 2022, including in the Netherlands and Belgium. In the Netherlands, the ACM supervises it. A shop that raises its price just before Black Friday to show a big percentage afterwards is calculating the discount from the wrong price.
Checking a Black Friday deal in 5 steps
1. Compare with last month's price
Can you find the crossed-out price in the weeks before? A screenshot of a product page in October is your best proof. A price comparison site with price history works too.
2. Watch out for the recommended retail price
A recommended retail price isn't the same as the price the shop itself charged. A discount on a recommended price nobody ever paid says very little.
3. Work out the total cost
Include shipping, attachments and replacement parts. A vacuum without separate filters or a steam cleaner without attachments looks cheap but costs more later.
4. Read the returns policy
Online, you have a statutory 14-day cooling-off period. Some shops offer more, others restrict returns around sales. At Achaté you get a 30-day trial period, also on Black Friday.
5. Compare specifications, not percentages
Two appliances with 50% off aren't equally good. Look at what matters for your job: suction in kPa for a vacuum, pressure in bar and tank capacity for a steam cleaner.
Finding deals with AI: handy, but check for yourself
More and more people ask an AI assistant to find the best Black Friday deals. That gives you a quick overview, but an AI can show an outdated price or miss a deal that has just started. Use AI to compare, and always check the price, delivery time and terms on the product page itself. Never let an AI pay for you.
Shop with confidence on Black Friday at Achaté
At Achaté, you'll see the current price and offers on the product page around Black Friday. You get a 30-day trial period, shipping is free from €30 and in the Netherlands and Belgium your order arrives within 1-2 working days. Not sure yet which appliance you're after? Start with our guide to the best Black Friday deals on cleaning appliances, or read which vacuum or steam cleaner suits you.
Frequently asked questions about Black Friday discounts
What is the 30-day rule for discounts?
A shop announcing a price reduction has to compare it with the lowest price it charged in the previous 30 days. This prevents a discount from being calculated from an artificially inflated price.
Can a web shop raise its price just before Black Friday?
A shop may change its prices, but the discount has to be calculated from the lowest price of the past 30 days. So raising the price just before the sale doesn't make the discount any bigger.
How long can I return a Black Friday purchase?
For online purchases you have a statutory 14-day cooling-off period. At Achaté you get a 30-day trial period.
Can I use an AI assistant to find deals?
Yes, to compare. But always check the price and terms yourself on the shop's website, because an AI may show outdated information.
