Many online stores display a crossed-out price. Sometimes this is a genuine recommended price, other times it is a sales trick. Here is how you can tell the difference.
The three prices you will encounter
| Term | What it means | Note |
|---|---|---|
| Recommended price | The price recommended by the manufacturer | A target price, not a fixed price |
| ‘From’ price | The price before the promotion | Must be the lowest price from the past 30 days |
| Our price | What you actually pay | What appears on the invoice |
When a ‘from’ price is misleading
If the crossed-out price was never actually charged. European rules state that the ‘from’ price must be the lowest price charged in the 30 days before the promotion. A store that has a new ‘promotion’ every month usually does not comply with this.
How we do it
We display the supplier’s recommended price and our own price. Our price is consistently lower, not just during a promotion. What you see is what you pay.
Find out more in our terms and conditions.
How to check an offer
Compare it with the manufacturer. Find the model on the brand’s website and check the recommended price.
Look at the discount. More than 60% off the recommended price is suspicious, except in the case of genuine clearance stock.
Check the return policy. A reputable store offers a 14-day cooling-off period.
Why manufacturers set a recommended price
A recommended price protects the brand. If one store sells a bag for half the price, the brand’s value decreases in the eyes of everyone who paid full price.
This is why you almost never see discounts on luxury brands, while fashion and perfume are frequently discounted. The difference lies in how strictly the brand enforces its prices.
What an outlet really is
An outlet sells clearance stock, last season’s items, or products with minor manufacturing defects. This is not a fake discount: the purchase price was simply lower. What you should be suspicious of is a store that has a ‘sale’ all year round.
How to understand our prices
For every product, you will see the recommended price and our price. Our price is calculated based on the purchase price, not on a temporarily inflated ‘from’ price. That is why it does not change every week.
Frequently asked questions
Is a low price suspicious?
Not necessarily. Outlet items and clearance stock have a lower purchase price. Look at the brand, the quality of the finish, and the return policy.
Why do prices vary from store to store?
Due to purchasing, stock levels, and profit margins. A store that buys in large quantities may be able to offer lower prices.
Is the recommended price the same as the store price?
No. Stores may charge more or less.