Black Friday without fake discounts: the lowest-price rule (and how to apply it)

The inflated-discount trick is over

There's a practice as old as sales: raising a product's price a few weeks earlier, so you can then “discount” it with great emphasis at the right moment. On Black Friday it becomes a classic. The problem is that it's no longer a clever marketing move: it's against the law. And the rule that bans it — the 30-day lowest price — is simple to understand and apply, if you know it before the campaign, not after a complaint.

The lowest-price rule, in plain words

When you announce a price reduction, you must also state the lowest price you applied to that product in the previous 30 days, and the discount is calculated on that. This is the so-called Omnibus directive, transposed in Italy into consumer law. In practice: you can't take the list price, inflate it for a day and announce “-50%”. The reference is the real low of the previous month. The rule exists for a simple reason: to protect consumers from fake markdowns — and, in turn, to reward those who offer real discounts.

How to apply it on your site

• Show the correct reference price: next to the discounted price, the lowest price of the previous 30 days, not just any “recommended price”.
• Keep a price history: to prove the reference you need to know how the price changed over time. A serious e-commerce records these variations.
• Watch chained discounts: closely spaced promotions and progressive markdowns must be handled carefully, because they change the reference “lowest price”.
• Align your channels: the price shown in emails, banners and comparison sites must match the product page.

Why transparency, besides being mandatory, sells

There's a misconception to dispel: following the rule doesn't weaken the promotion, it makes it more credible. Consumers are increasingly used to tracking prices over time; a “-50%” that doesn't hold up generates distrust and negative reviews, while a real, provable discount builds reputation. It's the same logic as the new European anti-greenwashing rules: vague, unproven claims no longer pay — precise information does.

In short

On Black Friday the discount isn't calculated on an inflated list price, but on the lowest price applied in the previous 30 days: that's the Omnibus directive rule, transposed into consumer law. Applying it means showing the correct reference price, keeping a price history, handling closely spaced promotions carefully and aligning all channels. It's not just an obligation to avoid complaints and penalties: it's what makes the discount credible to consumers who track prices. The fake markdown is over; the real discount, well communicated, remains the best weapon.

Frequently asked questions

Do I always have to show the 30-day lowest price?

Every time you announce a price reduction, yes: you must state the lowest price applied in the previous 30 days, on which the discount is calculated. It's the information that makes the promotion verifiable.

Does it only apply to Black Friday?

No: it applies to any price-reduction announcement during the year. Black Friday is just when discounts — and checks — concentrate the most.

What's the risk if I inflate the price before discounting it?

It's an unfair commercial practice: it exposes you to authority challenges and penalties under consumer law, plus reputational damage with customers who notice.

How do I prove the reference price?

By keeping the product's price-change history. A well-structured e-commerce records this automatically, so the strikethrough price is always the correct one.

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