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The European Consumer Centre Luxembourg (ECC Luxembourg) has issued a statement to raise awareness ahead of two of the busiest shopping days: Black Friday, held on Friday 28 November 2025, and Cyber Monday, that follows only a few days later on 1 December 2025.

ECC Luxembourg advised consumers to pay close attention to advertised deals, to understand discount claims correctly and to avoid paying inflated prices, as not every offer is genuine, nor unique.

Across the European Union (EU), retailers will once again offer Black Friday promotions but they must clearly display the total purchase price, including all taxes and fees.

Online, however, extra charges often only appear during checkout, typically as shipping or service fees. This practice, known as “drip pricing”, means consumers should always check the final price and what it includes before completing a purchase.

The centre recommended monitoring prices over time and comparing offers to identify real bargains. Online comparison platforms can help but may not display all offers or present them objectively. EU rules require platforms to explain how products are ranked, although information on extra costs, completeness of listings or price accuracy is often still lacking.

Practical shopping tips include:

  • filtering comparison results to match personal criteria;
  • checking prices directly on traders’ websites and comparing multiple sellers;
  • considering quality, warranties and service in addition to price;
  • using private browsing or clearing cookies and search history to reduce personalised ads or price adjustments;
  • using platforms that provide price-history tracking to understand price fluctuations.

ECC Luxembourg further warned about aggressive marketing techniques, including countdown timers, claims of limited stock and messages suggesting high demand such as “Seven people are viewing this item”. Some traders also make comparisons harder by switching between total price and price per unit or weight. These design tactics, often referred to as “dark patterns”, can pressure consumers into making quick purchases and may even be illegal.

The centre highlighted the rise of fake online shops during major sales periods. Warning signs include unusually low prices, missing company information and limited payment options. Consumers are encouraged to verify website details, avoid prepayment-only shops and be cautious of generic reviews.

More guidance on safe online shopping is available on the ECC Luxembourg website. For Black Friday 2025, ECC Luxembourg has also collaborated with BEE SECURE to provide additional safety tips, available here.

ECC Luxembourg is part of a network of 29 European Consumer Centres in the EU, as well as Iceland and Norway. It informs consumers about EU consumer law and assists with cross-border consumer issues. The centre is financed by the European Commission, the Luxembourg Government and the Luxembourg Consumer Association (Union Luxembourgeoise des Consommateurs - ULC) and its services are free of charge.

EO