8 Ways To Spot Holiday Markups Before You Buy Gifts
Written by
Jordan Rosenfeld
Edited by
Molly Sullivan
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The holidays are breathing down our necks and retailers are already putting out their displays for everything from Christmas to New Year’s Eve and setting their prices to match.
Retailers utilize a variety of psychological strategies to make consumers buy products, including artificially inflating prices, marking up products they think will be in demand and more. Given that inflation is on the rise again and tariffs have influenced the costs of many goods, being a savvy consumer is more essential than ever this holiday season.
Here are eight ways to spot holiday markups before you buy any gifts this year.
1. Track Prices Before the Holidays
The best way to start tracking holiday markups is to note the prices of things you’re intending to or interested in buying in these months prior to the holidays. You can also use price-tracking apps like CamelCamelCamel, Keepa and Honey that track price fluctuations on items. Having a ballpark for prices can keep you from falling prey to retail tricks and not overspending.
2. Watch for Artificial Discounts
It’s not uncommon for retailers to raise prices in October and November to allow for faux discounts as December rolls around. Some of the same tips apply — track prices, comparison shop and generally trust your instincts. If the discounted price doesn’t seem as good as it should, don’t buy something just because it’s “on sale.”
3. Compare Across Multiple Retailers
Don’t buy an item until you’ve checked with at least two other competitors who sell either the same or a similar item. If they all have the same “sale price,” it may be a manufacturer-suggested markup or just a legitimate price. If there’s a lot of variation, go with the cheapest price — or ask for a price match at retailers that allow for this.
4. Be Wary of Common Sales Tricks
It is in a retailer’s best interest to get consumers to buy more of their stuff to keep their profits up. And retailers are very good at “tricks” designed to play on your very human psychology. Be wary of such things as limited supply or false urgency — “today only” types of sales or “anchor pricing,” where the retailer displays a higher “original” price next to the sales price.
5. Pay Attention to Timing
If you’re going to holiday shop, consider doing it before the peak shopping days, because popular items are most likely to see peak markup in the lead up to the major holidays in December, and then drop closer to Christmas Eve or post-holiday.
6. Check for Hidden Fees
If you’re shopping online, there may be hidden fees in the form of shipping, handling or packaging fees — particularly for orders to arrive before a holiday. Opt for shopping in-store to avoid those kinds of fees, though stay on your toes about the other types of tricks mentioned above.
7. Don’t Fall for ‘Limited Edition’ Gimmicks
Just because an item now has holiday colors, scents or other branding doesn’t mean it should cost more than it usually does. For everything from snacks to home décor or clothing, compare holiday merch to its non-holiday variation and see if you spot markups.
8. Stay Aware of Viral Social Media Trends
While you don’t need to suddenly partake in social media if it’s not your jam, keep an eye on headlines or hearsay about TikTok “must-have gifts” or other viral trends that can cause retailers to artificially increase the price of an item (Stanley cups, anyone?). Sometimes just the buzz itself can make a product more expensive than necessary.
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