Lorraine Williamson
Why do so many Black Friday “deals” in Spain seem too good to trust? That question has gained fresh urgency after the government imposed significant sanctions on several high-profile retailers for inflating prices ahead of the 2023 sales period. The move signals a tougher stance as Spain enters another peak shopping season and pressure mounts on authorities to shield consumers from misleading promotions.
A wide-ranging investigation by the Ministry of Consumer Affairs concluded that five well-known retailers—MediaMarkt, Carrefour, Notino Italia, Gestaweb 2020 and PC Componentes—artificially raised prices before Black Friday and later presented them as discounted. Two additional companies were sanctioned but were not named.
The fines, which total €350,000, were highest for Notino Italia (€110,000), a major online seller of beauty products. Gestaweb 2020 followed with a €100,000 penalty, while MediaMarkt (€25,000), Carrefour (€21,500) and PC Componentes (€1,500) faced smaller sanctions.
Alongside the financial penalties, the ministry ordered the public naming of the offending companies and demanded that all misleading promotional material be removed. It marks a clear shift towards transparency: not only will manipulated discounts be punished, but the reputational impact will now be part of the penalty.
A warning ahead of the new sales season
With Black Friday sales underway, Spain is tightening controls across both online marketplaces and physical shops. Inspectors are focusing on aggressive sales techniques—many of which have become increasingly sophisticated.
“Drip pricing” is one of the most common tactics under scrutiny. Shoppers see an attractive price at the beginning of the checkout process, only to encounter hidden fees moments before paying. By the time the real total appears, it is often too late for meaningful comparison.
Sales pressure and artificial urgency
Many retailers rely on visual pressure to hurry customers along. Websites display ticking clocks, pop-ups about low stock, or messages implying that others have just purchased the same product. According to the ministry, these alerts are often automated scripts rather than real-time stock updates.
The practice plays on consumer psychology, nudging shoppers into quick decisions that may not reflect genuine demand or scarcity.
Dynamic pricing and personal data questions
Another red flag is variable pricing. If an item changes price during checkout, or if two customers see different prices based on their browsing history or personal data, inspectors look for signs of discrimination or manipulation. Spain’s consumer rules require clear justification for price changes; unexplained fluctuations can trigger sanctions.
Misleading “before and after” prices
The ministry also reminded retailers that reference prices must reflect the lowest price offered in the previous 30 days. Some companies, however, displayed inflated “previous prices” rarely used in real sales, creating an illusion of dramatic discounts.
This practice distorts the market and undermines genuine promotions, prompting authorities to treat it as one of the most serious infractions.
Why this matters for shoppers
Black Friday is firmly established in Spain’s retail calendar, with consumers spending millions each year. The government insists that strict enforcement is needed to keep the event credible. The 2023 case shows that Spain is prepared to act—and to use publicity as part of its deterrence.
As inspections intensify, the responsibility now shifts to retailers. With consumer trust at stake, those taking part in this year’s Black Friday rush must demonstrate that their deals are genuine, clearly presented and compliant with the law.
A final word: trust hinges on transparency
These new fines underline a broader shift in Spain’s consumer policy—towards preventing misleading sales before they happen, not only punishing them afterwards. With shoppers increasingly savvy and inflation still shaping household budgets, the credibility of Black Friday relies on retailers offering real bargains rather than manufactured ones.
Source: Infobae