As end-of-financial-year (EOFY) sales ramp up, consumer experts are urging Australians to tread carefully.
Experts warn that flashy discounts and countdown timers may not deliver the savings they promise.
On Monday morning’s episode of The Briefing, we sat down with Chandni Gupta from the Consumer Policy Research Centre to unpack all the tricks retailers use, how to spot them, and how to shop smarter.
How to avoid big brands gaslighting you this end of financial year:
Gupta said that while sales can bring some benefits, online retailers are increasingly using “dark patterns”.
She explained these tactics are designed to nudge shoppers into spending more than intended.
“So you’re browsing and you’re scrolling and you’re seeing a product come up, and suddenly a pop-up comes up that 172 people are looking at that exact same product. It creates that sense of FOMO that usual advertising didn’t have,” Gupta said.
She also pointed to manipulative strategies like “confirmshaming”, where customers are guilt-tripped into accepting offers, and misleading countdowns that reset after expiring.
CHOICE Editorial Director Mark Serrels also encouraged consumers to research thoroughly before buying.
“The end-of-financial-year sales could be a great opportunity to snag a new appliance for your home, but with Black Friday sales also right around the corner, it can be hard to know whether or not the EOFY sales are where you can get the most bang for your buck,” he said.
Australians appear to be falling for these tricks. Data shows that nearly half say they have spent more than intended due to these tactics, and one in ten admit to accidentally buying something they didn’t want.
“It should also have a blacklist where a government can add practices as they evolve, and dark patterns would be a practice that would be added to that list.”
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