You know what’s going to happen this Memorial Day weekend. “60% off!” Banner. “Original: $299, Now: $129!” stickers. Countdown naysayers are screaming that the deal expires on Monday.
Most of this is a lie.
I’ve been doing this for over 40 years, and I’ve watched retailers turn fake sales into an art form.
Has the “regular price” you see been cut? Often a number is invented just to make the “discount” look impressive. “Limited time” pitch? Bogus – they will run the same “sale” next month.
And the data proves it. Consumers’ Checkbook, a nonprofit consumer watchdog organization Tracked prices at 25 major retailers for six months And found that in 21 of those 25 stores, items were marked on sale more than half of the weeks. At some retailers, the sale never ends.
Here’s how to shop wisely this weekend and avoid splurging.
1. Treat every ‘regular price’ as imaginary
The crossed-out “list” or “regular” price you see at most retailers is not what people actually pay. It’s a benchmark invented to make today’s price look like a steal.
Checkbook researchers found that at 12 of the 25 retailers studied, more than half of the tracked items were “on sale” almost every single week of the six-month investigation.
If something is “on sale” for 24 consecutive weeks, it’s not a sale. This is the typical price for a Halloween costume.
2. Know the worst offenders before you ‘buy’
Checkbook identified 10 retailers as the worst counterfeit-selling offenders: Bass Pro Shops, Bed Bath & Beyond, Dick’s, Foot Locker, Gap, JCPenney, Michaels, Nordstrom, Old Navy and Wayfair. In each, most tracked items were always or almost always on “sale.”
Kohl’s won the award for most absurd rescue. According to Checkbook’s analysis, the retailer essentially defines its “regular” price as the price it or its competitor may have charged at some point in the past – or may charge at some point in the future.
Future price as benchmark? They can also roll the dice.
When you see “50% off” at one of these stores, assume the actual discount is close to zero.
3. Stick to the few retailers who sell honestly
Of the 25 retailers Checkbook studied, only three made legitimate sales: Apple, Costco, and Dell. Walmart was a borderline case, with items on sale about 48% of the time.
It does not guarantee minimum prices. But when these companies say something is on sale, it really is on sale. It is so rare that it has no significance.
Quit immediately – Most internet financial advice comes from people who weren’t alive during the last recession. I’ve been writing about money for over 40 years. Do you want concrete advice? Sign up for the free Money Talks newsletter. It takes 10 seconds. No sparkles. no spam.
4. Check price history before spending a penny
The only way to know if a “deal” is real is to see how much the item actually sold for over the past few months. Three free tools make it simple:
- Camel Camel: Tracks Amazon prices and shows historical fluctuations. Sign up for a free account and set up alerts when an item reaches your goal.
- Honey: A free browser extension that shows price history and coupon codes at checkout.
- Google Shopping: Type in the product name and compare prices between retailers. The differences are often shocking – Checkbook found that some stores charge twice as much as competitors for the same item.
I’ve used CamelCamelCamel for years. This has saved me a lot of “deals” that were actually price gouging smeared in red ink.
5. Ask for a price match – most stores will honor this
Many retailers will match lower prices than competitors, including online sellers. Most people don’t advertise it too much because they don’t want you to know.
Before you buy, do a quick search. If you find the same item cheaper elsewhere, ask the cashier or visit the store’s online chat. The worst answer is no, and a five-minute conversation could save you 20%.
Some retailers will even extend the sale price beyond the official expiration date if you ask. Sales rarely “end” the way the banners claim.
6. Slow down – they need you more than you need them
The whole purpose of the “Memorial Day Only” countdown is to scare you into panic buying before you even think. This works because retailers know that the fear of missing out outweighs common sense every time.
But here’s the truth: Sales will come back. Sometime next weekend. Often cheaper.
According to a RetailMeNot survey Reported by Chain Store AgeThe average consumer plans to spend just $86 this Memorial Day weekend — nearly 70% less than $289 in 2025. Retailers know shoppers are fed up. They will continue to give “discounts” even before Monday.
If you really need a mattress, grill or patio set, go ahead and make the purchase. Just take 10 minutes first to check the price history.
bottom line
One more thing is worth knowing. Federal Trade Commission rules on prior price comparisons Technically ban the sale of counterfeits. If the original high price was artificial or was rarely charged then the “discount” is not legal.
But the FTC hasn’t seriously enforced those rules in decades. That’s why retailers feel comfortable lying to you this weekend.
So you are on your own. Good news? All you need is a little skepticism and 60 seconds’ worth of investigation to beat them at their own game.
Happy Memorial Day. Don’t let the banners fool you.