In the busy aisles of Home Depot, a sharp-eyed shopper has caused quite a stir and started a heated debate about the fairness of sale prices during the holiday shopping season. A video on social media, now with millions of views, shows what some people are calling a "scam" in the pricing of sale items.

At The GrayVine, we’re here to break down this situation and explain how stores set their prices, helping our savvy readers shop wisely and avoid potential pitfalls.


In the video, a 10-piece screwdriver set at Home Depot is tagged with a bright red sale banner, marked at $19.97. However, when the holiday sale sign is pulled back, the original price beneath is revealed to be exactly the same.

This has led many to question the integrity of Black Friday and similar sales events, with some commenters even calling them a "scam."

The Psychology Behind Pricing​

Retailers have long used psychological pricing strategies to entice customers. One tactic often used is called 'price anchoring.' This strategy sets a reference point in your mind, making the sale price seem like a significant saving—even when it might not be.

The charm of a sale sign can often lead shoppers to perceive a deal where there might not be one at all.

Black Friday: To Trust or Not to Trust?​

Black Friday has traditionally been the golden day for discounts, but recent trends and consumer reports suggest that its shine may be fading. Accusations have surfaced that stores manipulate pricing to exaggerate discounts, leading to a growing skepticism about the true value of these 'holiday' deals.

Despite these concerns, Americans continue to spend billions on Black Friday, with an increasing number of shoppers turning to online shopping where price comparisons are more accessible.

The convenience of digital platforms has shifted the landscape, allowing consumers to hunt for the best deals across the internet.

The Bigger Picture: Retailer Tactics​

Home Depot isn’t the only retailer facing such accusations. Last year, Target came under fire when videos showed Black Friday sale signs placed over older signs with the same—or even lower—prices.

Target responded by stating that the items were already on sale prior to Black Friday, and the signage was updated to reflect the extended sale period.

Creating a Savvy Shopping Strategy​

As part of The GrayVine community, we believe in empowering our readers with strategies to outsmart retail tactics:

1. Research Before You Buy: Before heading out to shop, do some homework. Check historical prices and compare them across different retailers to ensure you're getting a genuine deal.

2. Look Beyond the Sale Signs: Don’t be swayed by the allure of sale banners. Take a closer look at the actual price and decide whether it’s truly a worthwhile saving.

3. Use Technology to Your Advantage: Take advantage of price comparison websites and apps to track prices over time and get alerts when there are real discounts.


4. Read the Fine Print: Sometimes, the terms of a sale are buried in the fine print. Make sure you understand the deal fully before making a purchase.

5. Keep Receipts and Watch for Price Adjustments: Some stores offer price adjustments if an item you bought goes on sale shortly after. Keep your receipts and stay alert.


Have you encountered misleading sale prices during your shopping experiences? Do you have tips for fellow readers on how to spot and avoid these retail traps? Or perhaps you have questions about how to use technology to aid in smart shopping?

We invite you to share your stories, advice, and questions in the comments below. Let’s build a community where we can all learn from each other’s experiences and stay one step ahead of misleading marketing tactics!