Black Friday has become the main shopping event for online buyers in Ukraine. Stores promise up to 70% off, banners scream "SALE", and countdown timers create a sense of urgency. But is this really the best time to buy?
We collected real price data - not advertising promises, but actual changes in the Rozetka, Foxtrot, Comfy, Allo, and Epicentr catalogs. Here's what we found.
Myth 1: "Up to 70% off everything"
Stores offer real 50-70% discounts on popular products during Black Friday.
Reality: the average real discount on electronics and home appliances was 8-15% off the previous month's price. Discounts of 50-70% only appear on low-demand items or discontinued models.
Here's how it works: the store raises the price 2-4 weeks before the sale, then "discounts" it back to its previous normal level. Technically it's not a lie - they're comparing against a price that did exist (even though it was artificially inflated).
| Category | Advertised discount | Real discount |
|---|---|---|
| Smartphones | -30%…-50% | -5%…-12% |
| Laptops | -25%…-40% | -7%…-15% |
| Home appliances | -40%…-60% | -10%…-20% |
| Accessories | -50%…-70% | -15%…-35% |
Accessories are the only category where discounts come close to what's advertised. But these are often products with inflated margins to begin with.
Myth 2: "You have to buy on Black Friday itself"
Black Friday is the only day with the lowest prices of the year.
Reality: for 62% of products in our sample, the year's lowest price didn't fall on Black Friday - it more often landed in January (post-holiday sales) or March–April (new model releases).
For smartphones, the best time to buy is 3-4 months after a new model launches. For appliances - January and August. Black Friday rarely beats these periods.
Myth 3: "The pre-sale price is the real old price"
The crossed-out price reflects the real product value before the discount.
This is the most common trick. We found that 43% of products with a "big discount" had artificially inflated prices for 1-3 weeks before the sale.
Here's how the scheme works:
- October: product costs 15,000 UAH (normal price)
- Early November: price raised to 19,990 UAH
- Black Friday: "25% off" → price 14,990 UAH
- Result: the buyer thinks they saved 5,000 UAH, but actually - just 10 UAH
The only reliable way is to look at a real price history chart for the past 2-3 months. Paste a product link into our free price checker to see the real dynamics without invented 'old' prices. Technical details about how we collect prices are in a separate section.
Myth 4: "One store = best price"
If a store claims the 'lowest price', there's no need to compare.
We compared prices on 200 identical products across 5 major stores during Black Friday 2025. Result: no single store had the best price on more than 30% of products.
For example, Samsung Galaxy S24 during Black Friday 2025:
- Rozetka: 27,999 UAH
- Foxtrot: 26,490 UAH
- Comfy: 28,999 UAH
- Allo: 26,999 UAH
The gap between the cheapest and most expensive - 2,509 UAH (9.5%). And the "cheapest" store changes from product to product. If you don't compare - you're guaranteed to overpay.
Myth 5: "Limited time = must hurry"
If you don't buy now - the price will return to 'normal' and the product will get more expensive.
Reality: in 78% of cases the price after Black Friday either stays the same or keeps dropping through December. Countdown timers and "Only 3 left" labels are psychological pressure, not real scarcity.
Moreover, many stores extend "Black Friday" for a week, then launch "Cyber Monday", then a "New Year sale" - with the same or even better prices.
Rule: if you feel pressure to 'buy now' - that's marketing, not a good deal. A real discount doesn't need a timer.
How to actually save during sales
Instead of impulse buying under marketing pressure, use a simple strategy:
- Make a list in advance - decide what you want to buy back in October
- Start tracking prices - install a price tracker to see real trends
- Set a target price - determine the maximum amount for each product
- Compare across stores - don't limit yourself to one retailer
- Don't rush - if the discount is less than expected, wait until January
Black Friday is not a 'discount day'. It's a marketing event where prepared shoppers get the real deals. The difference between an impulse and a smart purchase can be 20-40% - that's thousands per year.
Track prices before the sales
Lume records real price history and compares across stores. You'll see the real discount - without the marketing fog.
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