Emails, SMS, advertising displays… Impossible to escape it. This Friday, November 29, the new edition of “Black Friday” takes place, a commercial high mass imported from the United States around fifteen years ago. Proof that the date now appears on the agenda of French households, “80% of French people plan to participate”notes the annual Black Friday study from the consulting firm PwC.
French growth weakened by slumping consumption
This fall, however, there is a downside: consumer budgets are set to decline. According to PwC, the basket stands at 233 euros, down 10% compared to 2023 (259 euros). The envelope should mainly be used for the purchase of ready-to-wear clothing, electronic devices and children's clothing. A sign that families are anticipating the end of year holidays, “37% of Christmas purchases will be made on Black Friday”predicts the study.
To do their shopping, the French favor digital (Internet purchases) in more than 6 cases out of 10, but also appreciate – tricolor specificity – going to the store. With a compass: spot the best discounts. But how can you be sure to benefit from attractive promotions? And above all, avoid getting scammed?
Beware of tempting offers…
“Of the thousands of offers screened in 2023, we found that the reductions are, for example, around 1% on household appliances and 4% on high-tech products”alerts Grégory Caret, director of the Consumer Observatory at UFC-Que Choisir. You must therefore be particularly vigilant about very attractive promotions. In particular, beyond 20% reduction, warns the expert. Because, unlike sales periods, selling at a loss is prohibited for merchants during Black Friday.
Another crucial point to check: the nature of the promotion. Is this a real discount or just a price comparison with a competitor? In the case of a discount, “the previous price charged by the professional before the application of the price reduction” must be clearly mentioned, stipulates the Consumer Code (Article L112-1-1). This “previous price” must match “at the lowest price charged (…) during the last thirty days preceding the application of the reduction”details the legislation.
…and especially on social networks
But be careful, these legal obligations do not apply when the « promotion » is ultimately just a simple comparison between the price offered and that displayed by a competitor. In this case, the presentation of the promotional offer is free, even if it must not be based on “false allegations, indications or representations” which could amount to a deceptive commercial practice (Consumer Code, art. L121-2). A rule described as “chaotic for the consumer” by Grégory Caret, which results from the transposition of a European directive (Omnibus) in May 2022.
“During this Black Friday period, you have to be very careful about offers on the Internet, and particularly on social networkscontinues the UFC-Que Choisir expert. There are sometimes copies of real sites where scammers collect the bank details of their victims. »
On this subject, the fraud repression (DGCCRF) warns: “Internet sales sites must display the following information: legal notices, identity of the seller, company name, contact details of the consumer mediator in the event of a dispute…”.
Deciphering made in France
What about made in France (MIF)? Does buying French during Black Friday protect you from scams? “The main pitfall for consumers is what we call “free washing””warns Charles Huet. Namely, the “abusive tricolorization of certain brands on their products”specifies the co-founder of La carte française – a multi-brand gift card dedicated to made in France. Be careful when reading rather rapid phrases like “French house”, “French tradition” or even “French touch”.
Pour “that a product can be made in France within the meaning of the regulations (optional customs notice for manufacturers, editor's note), it must be entirely obtained in France – all the components come from France and all the manufacturing stages take place in France -, or (…) it must have undergone its last “substantial transformation” in France.details the General Directorate of Enterprises (DGE), a department of Bercy.
For example, for cars or bicycles, 45% of the added value must be produced in France. To protect yourself from scams, Charles Huet advises you to carefully check the information written on the products.
Internationally, Made in France has a bright future ahead of it
The expressions “made in France”, “made in France”, “assembled in France” or “made in France” are synonymous. The presence of a label is an additional source of guarantee. In addition to the Protected Geographical Indication (PGI), which is very popular in food sales, one of the best-known labels is “Origine France Garantie”. It is issued by an association, founded by former minister (UDI) Yves Jégo.
There remains one last solution to consume peacefully… Participate until December 2 in the commercial operation “Les jours tricolores” supported by 250 French brands. “It’s a collective response to Black Friday, inviting people to relocate their Christmas shopping”underlines Charles Huet. An interesting initiative but which carries little weight compared to e-commerce giants, like the American juggernaut Amazon.
