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The deal is not as good as it looks

A big "was" price crossed out. A saving against the RRP. A timer, or a banner saying "today only". It all says: buy now, this won't come back.

Sometimes the saving is real. Sometimes the "was" price was never really charged, or the offer is still there next week. Here's how to check, and what to do if you've already paid.

First step today

Screenshot the deal page, with the “was” price, the saving and any timer showing, before you pay.

What to keep

  • A screenshot of the ad that sent you to the deal, with the advertiser's name showing.
  • A screenshot of the product page showing the "was" price or RRP, the sale price and the saving.
  • A screenshot of any timer or "today only" banner, with the time on your screen if you can.
  • The website address and the seller's name, as shown on the page and at checkout.
  • A second screenshot later, if the timer resets or the offer is still there.
  • Your order confirmation and receipt, if you paid.
  • A note of how you paid: credit card, debit card, PayPal or another way.
  • Copies of every message between you and the seller.

An example we checked

In November 2026 we were shown an Instagram ad for a light-up Christmas window curtain and a matching garden projector. The shop's page showed "SAVE 50%" and "SAVE 59%", with "was" prices of £62 and £116 crossed out.

We looked at the shop's own product listings. The curtain had been added to the shop on 6 November and the projector on 12 November, the same day we looked. So neither item could have sold at the "was" price on that shop for any real length of time before the "sale".

The page also had a countdown timer. It was counting down to a real date, but that was the last day to order for Christmas delivery in the US, so it told a UK shopper nothing.

What it means for you: a product that's new to a site but already "reduced" is one of the warning signs above. Screenshot the page and compare the price elsewhere before you pay.

Your next steps, in order

Before you pay

  1. Pause. A deal that's worth having will usually still be worth having in ten minutes. You can close the page and come back.
  2. Check the "was" price. A saving should be against a price the seller genuinely charged, for a fair length of time, recently. The ASA explains what sellers should be able to show in its guidance on savings claims. Warning signs:
    • a huge saving, such as 90% off, on an everyday item
    • a "was" price you can't find anywhere else
    • an RRP that no other shop seems to charge
    • a product that's new to the site but already "reduced"
  3. Compare the price elsewhere. Search the exact product name and model on a few other shops. Price history tools can show what an item has really cost over time. Which? and MoneySavingExpert both publish tips on checking whether a sale price is a real saving.
  4. Test the urgency. If a timer runs out and starts again, or "today only" has no end date or time, that's a sign the pressure isn't real. Refresh the page or come back later and screenshot what you see. Our guide The countdown won't stop has more on this.
  5. Check who is selling. The name on the ad should match the shop you land on, or the ad should make the link clear. If an ad uses a well-known shop's name but takes you to a different website, find out who the seller really is before you pay. See I don't know who is selling.
  6. Check the final total. A deal price can grow once fees are added. See The price grew at checkout.
  7. Think about how you pay. Paying by credit card for an item over £100 can give you extra protection (see below). Paying by bank transfer usually gives you very little.

After you've paid

  1. Raise it with the seller in writing. Email or use their complaints form, so you have a record. Say what saving was claimed, why you think it wasn't real and what you'd like them to do. You'll find a template below.
  2. Check whether you can cancel. Many online purchases come with a 14-day cooling-off period: see Citizens Advice: Changing your mind about something you've bought. If the item hasn't arrived or isn't what was described, see My order never arrived or It's broken or not what I ordered.
  3. Apply for a refund through how you paid if the seller doesn't help. Neither route is guaranteed:
    • Chargeback. Your card provider asks the seller's bank to reverse the payment. It works for debit cards, and for credit cards when Section 75 doesn't apply. Ask soon, as time limits apply.
    • Section 75 of the Consumer Credit Act. If you paid by credit card and a single item cost more than £100 and no more than £30,000, your credit card provider can share responsibility with the seller when you've been misled or the seller broke the contract. It usually doesn't apply if you bought through a middleman, like a marketplace.
    • Buy now, pay later: if you used a regulated buy now, pay later plan taken out on or after 15 July 2026 (where the lender is a different business from the seller), Section 75 can apply in the same way as a credit card.
    • PayPal. If you paid with PayPal, you can open a dispute in your PayPal account. Check PayPal's own time limits.
    • If your card provider says no, or hasn't given you a final answer after eight weeks, you can ask the Financial Ombudsman Service to look at it. It's free.
  4. Report it. Reports help enforcers spot patterns, even if they can't take up your own case.
    • The ASA (Advertising Standards Authority) looks at misleading ads, including savings claims, "was" prices and countdown timers, on ads and on a seller's own website.
    • Citizens Advice consumer service (England and Wales) can advise you and pass your report to Trading Standards. In Scotland, contact Advice Direct Scotland. In Northern Ireland, contact Consumerline.
    • The platform where you saw the ad. Social media sites and marketplaces let you report an ad or listing. Look for the three dots or "Report" next to it.

Who can help

A message you can send

Copy this, fill in the gaps and send it to the seller yourself.

Subject: Savings claim on order [number]

Hello,

On [date] I bought [item] for £[price paid]. Your page showed it as reduced from £[was price or RRP], a saving of £[amount]. [It also said the offer was "today only" / showed a countdown timer.]

I haven't been able to find the item sold at £[was price] by you or anyone else, [and the offer was still showing on (date)]. I've kept screenshots.

Please show me when the item was sold at the "was" price, or tell me how you will put this right. I'd like to [cancel and receive a full refund / receive a partial refund of £(amount)]. If possible, I'd be grateful for a reply within 14 days. This isn't a legal deadline, just a polite request so I know where things stand.

Thank you,
[Your name]

General information, not legal advice. Last updated 12 November 2026. Spotted a mistake? See /corrections.