BBB offers tips to help shoppers find the best Black Friday deals

FOX23 News at 9 p.m.

ST. LOUIS (KBSI) — With Black Friday approaching, the Better Business Bureau is encouraging shoppers to plan ahead, compare prices and watch for misleading discounts during one of the busiest shopping periods of the year.

According to the National Retail Federation, a record 202.9 million people shopped between Thanksgiving Day and Cyber Monday in 2025.

Black Friday remained the busiest shopping day of the holiday weekend, with 80.3 million people shopping in stores and 85.7 million shopping online.

“Black Friday can be an exciting time for shoppers,” said Michelle L. Corey, president and CEO of the St. Louis Better Business Bureau. “It’s a time that brings family and friends together to go deal hunting in stores. People also turn to online sites looking for the best deals. All of them need to make sure they are shopping wisely though.”

The BBB recommends several steps to help consumers make informed purchases and avoid overspending.

Make a shopping plan. Create a list of needed items and compare store advertisements before shopping. Some promotions are available only for a limited time. The BBB also recommends setting a budget and sticking to it.

Read the fine print. Retailers may advertise additional discounts that exclude certain merchandise or doorbuster deals. Shoppers should also watch for inflated original prices that make discounts appear larger than they are.

Check reviews. Before buying from an unfamiliar retailer, review its complaint history and customer feedback at BBB.org. Product reviews can also help shoppers evaluate heavily discounted merchandise.

Sign up for promotions. Some retailers offer exclusive discounts and coupons to email and text subscribers. Shoppers can also consider rewards programs and cards offering cash back or other benefits.

Understand return policies. Before purchasing gifts, check return and exchange policies, warranties and repair options. The BBB recommends requesting gift receipts and sharing relevant return information with recipients.

Compare online deals. Shopping online may offer additional savings through free shipping, store pickup and promotional codes. Consumers should also compare Black Friday prices with potential Cyber Monday offers.

The BBB advises shoppers to compare prices across retailers rather than assuming an advertised discount is the lowest available price.

Consumers can find additional holiday shopping tips and research businesses at BBB.org.