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Are Black Friday discounts in Denmark real?

Rules for before prices

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Short answer

In Denmark a discount must be measured against the lowest price the shop charged for the product in at least the 30 days before the reduction. Terms like Black Friday, Black Week and Cyber Monday suggest an earlier higher price, so they follow the same rule. Raising a price just before a sale and lowering it again afterwards, so-called elevator prices, is not allowed. The shop must be able to document that the product was really sold at the stated normal price.

Practical info

Why

  1. The before price is the lowest price in 30 days.
  2. Elevator prices before a sale are banned.
  3. Shops must be able to prove their normal price.

Details

A sale price may as a rule only be marketed for a short period of up to 10 days, unless the shop clearly states a longer duration.

Tip

Compare the before price in the advert with what you saw in the shop a month earlier.

What may differ

For goods that spoil quickly, such as food, shorter periods apply.

Common misconception

Many think a shop can use any old price as the before price.

What actually happens

The before price must be the lowest price in at least the 30 days before the reduction.

People also ask

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Sources

This answer is for reference only. Postal prices and services change, so check the postal operator before you send.

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