With Black Friday and Cyber Monday promotions already in full swing, Northern Ireland’s Trading Standards Service (TSS) is urging consumers to stay alert, shop carefully and think before they spend.

Damien Doherty, Chief Inspector, Trading Standards Service, said: "While many retailers offer genuine discounts at this time of year, Black Friday can also be used to push misleading offers, counterfeit goods, fake reviews and pressure-sales tactics. TSS is encouraging shoppers to take a moment to assess whether the deal in front of them is truly as good as it appears."

Shoppers are encouraged to research prices across several retailers to confirm that a discount is genuine. Some sellers may raise prices ahead of sales or overstate savings. Price-comparison tools, including AI services, can help, but they have limitations and should be used with care.

Consumers buying from UK-based retailers are protected by the Consumer Rights Act 2015. Goods must match the description, be of satisfactory quality and fit for purpose. If an item is faulty, you can claim a refund within 30 days of purchase. After 30 days, the retailer must offer a repair or replacement; if that fails, you can still seek a refund. Most online purchases come with a 14-day cooling-off period, although this does not apply to certain items such as perishable or personalised products. Your consumer rights still apply even if the item was bought in a sale.

TSS warns of counterfeit products, including electricals, toys, cosmetics and branded goods, which are often found on online marketplaces and social media. These items may not meet UK safety standards and could pose serious risks.

Shoppers should also be alert to scams, including fake websites and misleading social media adverts. Use secure payment methods, check seller reviews and be wary of offers that seem too good to be true.

Before buying, review delivery and returns policies, particularly when purchasing from third-party sellers or overseas retailers where UK protections may not apply. Where possible, pay by credit card to benefit from Section 75 protection, or use a debit card with chargeback rights.

Consumers who believe they have been misled, scammed or sold counterfeit goods can contact Consumerline on 0300 123 6262 or visit the Consumerline website for advice. Media enquiries should be directed to the Department for the Economy Press Office at pressoffice@economy-ni.gov.uk, with out-of-hours media support available on 028 9037 8110.