11 November 2026 · Issue 164
Watchdog Checks Black Friday Deals
The consumer watchdog is checking Black Friday advertising again, and for the first time it is looking at retailer emails and social media posts as well as websites. The ACCC says it is watching for fake “storewide” claims, countdown timers that do not really end, false low stock warnings and was prices that items never actually sold at. It lands as new research tips Australians to spend a record $7.2 billion over the four day Black Friday and Cyber Monday weekend, 27 to 30 November.
Today’s brief explains what the ACCC is checking, what past fines looked like, how to test a deal before you buy, and a short David Jones update, then today’s verified Top 5 deals from a disclosed partial scan. The retailer offers later in this issue are a separate selection from the news stories.
What the ACCC is checking this year
In a statement released on 10 November, the Australian Competition and Consumer Commission said its third Black Friday sweep will look at “sitewide” or “storewide” claims when a large number of products are excluded, time limited offers and countdown timers that continue past the stated end date, pressure tactics such as misleading testimonials and false claims that stock is low, and sale prices compared with a reference price the item was never, or not recently, sold at. The sweep covers websites, emails and social media for the first time.
“Consumers should be able to trust that the advertised savings and discount prices are genuine, but we know some businesses use tactics to mislead consumers into thinking they are getting a bargain even when they are not,” ACCC Deputy Chair Catriona Lowe said. “Retailers should not be relying on fine print disclaimers or exclusions to qualify the headline message of a promotion.”
Past fines show what the rules look like
ABC News money correspondent Jessica Irvine reported that six Australian retailers have paid a combined $217,800 over the past two years for misleading Black Friday advertising. Jeweller Michael Hill and homewares retailer MyHouse each paid $19,800 over “sitewide” sale claims that did not apply to every product. Furniture retailer James Lane paid $19,800 after its sale ran a week past the advertised end date. Vuly paid $39,600 for two countdown timers, one of which simply reset to a new and bigger offer when it reached zero. Electronics retailer digiDirect paid $99,000 across five instances of strike through prices for products it had rarely sold at the higher price.
Consumer Policy Research Centre deputy chief executive Chandni Gupta told the ABC that “scarcity cues” such as “10 people are looking at this product right now” are hard for shoppers to test. “If it wasn’t on your wish list before it went on sale, reconsider whether it deserves to be in your cart,” she said.
A record $7.2 billion weekend forecast
ChannelNews’ Emma Wheaton reported that Australian Retail Council and Roy Morgan research forecasts $7.2 billion in spending from 27 to 30 November, up 5.5% on last year. Fewer people plan to shop, about 5.8 million compared with about six million last year, but they plan to spend more, an average of $920, up $116. Low prices are the top reason to shop for 58% of those planning to take part, up from 42%, and 39% plan to use the sales to save on Christmas gifts, up from 25%. Clothing, footwear and accessories lead the planned purchases, ahead of technology and household goods. The survey of 7,654 Australians was run from 15 to 19 October.
How to check a deal before you buy
The ACCC’s advice is to focus on the final price rather than the promotional claim, check exclusions and conditions, and compare prices between retailers and over time. A simple routine helps: write your list now, note today’s price for each item, and on the day compare the sale price with the price you saw, not the was price on the ticket. Treat a countdown timer or a low stock warning as a reason to slow down. The ACCC also warns about fake online shopfronts that copy real retailers. In the first nine months of 2026, 58.7% of Scamwatch reports involving a financial loss were buying and selling scams, so check the web address carefully before you pay. If you see an ad you think is misleading, you can report it to the ACCC.
The same caution applies to the deals in this brief. Our percentages compare the price shown with the was price the retailer lists on the product. We check that the item is listed as available at that price when we look, but we cannot confirm how often an item sold at its was price.
Also today: David Jones staff told entitlements are expected to be paid
AAP reported that receivers FTI Consulting told David Jones staff in a letter released on Tuesday that wages and entitlements for ongoing work will continue to be paid, that they expect “sufficient realisations to meet your entitlements in full”, and that it is “likely there will be steps to reduce the retail footprint in the near term”. Expressions of interest to buy the business are due by close of business on Friday, and the first creditors meeting is set for 17 November. The Guardian’s Luca Ittimani reported that administrators McGrathNicol invited creditors to that meeting in their first circular on Tuesday, and that shoppers holding unused gift vouchers are among the unsecured creditors most at risk of losses. Creditor documents sit on McGrathNicol’s David Jones creditor page. Our Tuesday brief has the current gift card and returns position. If you hold a David Jones gift card or store credit, plan to use it soon and check the terms first.
Our scan records unsuccessful checks as well as successful ones. A retailer page being retrieved is not enough to establish that every offer, item or delivery condition has been verified.
Primary reporting sources: ACCC media release, Catriona Lowe, 10 November 2026; ABC News, Jessica Irvine, 10 November 2026; ChannelNews, Emma Wheaton, 10 November 2026 (Australian Retail Council and Roy Morgan research); AAP, 10 November 2026; The Guardian, Luca Ittimani, 10 November 2026; McGrathNicol creditor page; It’s On Sale Tuesday Daily Brief Issue 163. Shopper advice and synthesis by Neil Fairhead for It’s On Sale. Header images: product photos from Secrets by Amaar, Jetpilot, Modern Furniture and Home Of 12 Volt.
Top 5 Deals of the Day
Five stores. Five categories. The strongest discounts we verified on in stock items from our 10 November retailer scan, with every price and size checked again this morning, 11 November, at about 6.40am Gold Coast time.
We attempted all 179 retailer sale URLs in our 10 November pool and retrieved usable sale content from 144. The remaining pages could not be verified after fallback checks and are excluded. This is a disclosed partial scan, not a complete audit of every Australian retailer. Retrieval does not mean an offer was fully verified: this ranking includes only eligible stores where we confirmed a ticketed sale price against a was price on an item listed as available when checked. Generic sale descriptions, unresolved price evidence and same category duplicates are excluded. Each percentage is the verified example shown, not a discount on every item in store. Offers and stock can change.
Discount
Anomalie ClothingWomen’s FashionReduced to clear. The Red and Black Faux Layered Blouse by Chic Star is $15 from $45 (about 67% off), with one AU 8 listed as available when checked. A vintage style blouse for the price of a lunch, if you are a size 8.67%OFF2
JetpilotMenswearSale. The Jetpilot Fueled Vest in Navy is $40 from $99.99 (about 60% off), listed as available in S, XL and 2XL when checked. A layering vest for cool mornings on the water or the way to work.60%OFF3
Secrets by AmaarJewellerySale. The Cultured Freshwater Pearl Necklace in Sterling Silver is $259.60 from $649 (about 60% off), listed as available when checked. A baroque pearl on a toggle chain, worth pricing now if it is on a Christmas list.60%OFF4
Home Of 12 VoltCar and CampingSale. The Wildtrak S1000A Jump Starter (13,000mAh, heavy duty case and torch) is $149 from $299 (about 50% off), listed as available when checked. A glovebox rescue for a flat battery before the summer road trip.50%OFF5
Modern FurnitureHome DecorSale. The Wooden Print in Antique Cream (Love) is $49 from $89 (about 45% off), listed as available when checked. A rustic “All you need is love” sign that could double as a ready made gift.45%OFF% discounts shown are for the verified example in each card. Individual product savings vary.
One More Category Worth a Look
Showbags: for a footy fan’s Christmas stocking, the NRL Sydney Roosters Showbag is $20 from $35 (about 43% off), listed as available when checked. Several other NRL club bags were at the same price, so check for your team.
