Is that sale real? How to check a price before you buy
A big red "was $199, now $99" tag is designed to make you act fast. Sometimes it is a genuine deal. Sometimes the "was" price barely existed. Here is a quick routine to tell the difference in under two minutes.
1. Know what the rules say about "was" prices
The FTC Guides Against Deceptive Pricing (16 CFR Part 233) say a former-price comparison is only fair if the item was actually offered at that price, openly and in good faith, for a reasonably substantial period of time. A price that was set briefly just so a store could advertise a markdown is the kind of comparison the guides call misleading. That doesn't mean every store follows the guidance, so it pays to check for yourself.
2. Look at the price history
- Amazon: Keepa and CamelCamelCamel chart an item's price over months or years. If today's "deal" price matches the normal price from last spring, it isn't much of a deal.
- Other stores: search the exact model number. Comparing the model number, not the product name, catches "derivative" models made for one retailer.
3. Compare the total, not the sticker
Add shipping, tax, and any membership fee. A $5 lower price with $8 shipping is a worse deal.
4. Check the price-match and adjustment rules
Some stores will match a competitor or refund the difference if their own price drops soon after you buy. Target, for example, posts its Price Match Guarantee terms, including which competitors and time windows qualify. Read the current terms before relying on them, since stores change them, especially around the holidays.
A 30-second checklist
- Model number matches?
- Price history says today is low?
- Total cost (with shipping and tax) still the best?
- Return window long enough if the price drops?
See today's picks on our deals page, or ask other shoppers in the deal forums.
Published October 24, 2026. Some links may be affiliate links; see our Affiliate Disclosure.