Retailers hype Black Friday sales, and it works.

This year, the number of people shopping between Thanksgiving Day and Cyber Monday could hit a record, according to the National Retail Federation’s annual survey.

But that doesn’t mean consumers are getting the lowest prices of the season.

According to WalletHub’s 2024 Best Things to Buy on Black Friday report, 41% of items at major retailers offer no savings compared with their pre-Black Friday prices.

The items that are on sale are marked down by 24%, on average. The site compared Black Friday advertisements against prices on Amazon earlier that fall. 

Other common ploys include displaying the number of shoppers with the same item in their carts or an alert that a product is almost out of stock. PIRG also found that some sellers on Etsy use fake countdown timers on deals that don’t expire.

Etsy did not immediately respond to a request for comment.

“These stunts aren’t limited to the holidays. Retailers and advertisers are always trying to get you to buy more than you need and spend more than you want,” Cross said in a statement. 

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Depending on the retailer, some markdowns could be up to 50%, according to Lauren Beitelspacher, a professor of marketing at Babson College.

However, premium brands — including high-end activewear companies such as Nike, Alo or Lululemon — likely will not discount more than 30%, she said. “It’s a fine balance with maintaining the premium brand integrity and offering promotions.”

To that end, retailers will also try to lure shoppers to spend with incentives, such as a free gift card with a minimum purchase, Woroch said. “Many stores will also offer bonus rewards when you spend a certain amount on Black Friday.”

For those planning a trip, “Travel Tuesday” can be a good time to snag discounts on airfares, cruises and tour packages, with many hotels offering 20% to 30% off best available rates. Travelers can check out Travel Tuesday deals from 2023 to get an idea of what to expect this year.

With toys, it could pay to hold out until the last two weeks of December, and holiday decorations are cheaper the last few days before Christmas or right after, according to Woroch.

Exercise equipment, linens and bedding tend to be marked down more during January’s “white sales,” she said, and furniture and mattress deals are often better over other holiday weekends throughout the year, such as Presidents’ Day, Memorial Day and Labor Day weekends.

Further, stack discounts: Combining credit card rewards with coupon codes and a cash-back site such as CouponCabin.com will earn money back on those purchases. Then, take pictures of your receipts using the Fetch app and get points that can be redeemed for gift cards at retailers such as Walmart, Target and Amazon.

Finally, experts urge consumers to pay attention to price adjustment policies.

“If an item you buy over Black Friday goes on sale for less shortly after, you may be able to request a price adjustment,” Woroch said. Some retailers such as Target have season-long policies that may apply to purchases made up until Dec. 25.

Douglas Boneparth, a certified financial planner, agreed with Buffett’s advice to reveal your estate plan.

“These are tough conversations to have, but they’re meaningful and when approached correctly, can strengthen relationships,” said Boneparth, who is the president and founder of Bone Fide Wealth in New York City and a member of CNBC’s Advisor Council.

Your want your children to have realistic expectations about their inheritance, Boneparth said.

“Kids’ imagination can run wild with what they think they should be getting,” he said. As a result, you should be as clear and thorough as possible about who will receive what and why.

People might worry about hurting their kids’ feelings, or hearing from one that they think something is unfair. Well, that’s exactly why you want to discuss it, and not “punt that mess for when you’re not around,” Boneparth said.

In his letter, Buffett recalled that over the years he witnessed “many families driven apart after the posthumous dictates of the will left beneficiaries confused and sometimes angry. Jealousies, along with actual or imagined slights during childhood, became magnified.”

If the inheritance is not split equally between siblings, you’ll want to explain why, Boneparth said. Maybe one child will receive more because another got help with a down payment on a house or attended a far more expensive college, he said. A child with a spending problem might inherit a trust, Boneparth added, in which they receive their bequest in regular installments.

If one child is in a much better financial situation than another, you might explore with the more comfortable one if they’d be OK with you leaving them less, said CFP Carolyn McClanahan, founder of Life Planning Partners in Jacksonville, Florida.

You might ask the well-off child, McClanahan said, “‘Do you really care how I leave our assets? Because your brother is an artist and could use a little more help.'”

“That way that child is not slighted when they actually find out,” she said.

In Buffett’s letter, he writes: “There is nothing wrong with my having to defend my thoughts. My dad did the same with me.”

Buffett’s point that adult children should be invited to weigh in on the will is usually good one, said McClanahan, who is also a member of CNBC’s Advisor Council.

“When you’re creating your estate document, ask your children in advance what’s important to them,” McClanahan said. “That way, you can keep that in mind.”

In rare cases, it’s best for parents to withhold certain information in their will, McClanahan said.

For example, she would recommend a parent be more cautious if a child has exploited them financially. Meanwhile, if a child is irresponsible with jobs or money, learning that they stand to inherit a lot may further erode their work ethic and ambition, McClanahan said.

“If you have children who are not mature, sharing that information can be damaging,” she said, adding that she may recommend clients in these situations write a letter to their children, which they won’t see until after they’ve passed, explaining their estate decisions.

“Every family is different,” McClanahan said. “That’s why there should be no set rule.”

Chip Leighton knows how funny kids can be.

As the creator of “The Leighton Show,” his social media posts, which have collectively been seen more than 250 million times, hilariously highlight some of the texts teenagers send their parents. Many are related to money.

“A mom told me the other day that when she told her teenager that she’d registered for a 401(k) at her new job, the response was ‘How much is that in miles?'”

Leighton, who has two children of his own, receives thousands of messages from parents of teenagers across the country — some of which he uses for content. “There’s definitely a lot of good money ones,” he said.

Often questions are the most basic, from “Do I need to tip the eye doctor?” to “Hey, is the ATM going to be open later?”

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Leighton said it’s not necessarily that kids know less about financial topics today, it’s simply that these questions are more likely documented in a text now.

“I tell parents not to sweat it, but there are a few doozies in there,” he said.

Among other recent queries: “What is generational wealth and why don’t we have it?” and “Do I have a trust fund?” Another classic: “What is my net worth?”

His new book “What Time Is Noon?” covers some of the best — or worst — texts from teenagers.

One section is devoted entirely to money-related topics, often related to a first job or taxes. With no shortage of material, a sequel is likely to follow, he said.

Leighton retired from a corporate career last year. Being a social media content creator is now his full-time second act.

As of 2024, only half of all states require or are in the process of requiring high school students to take a personal finance course before graduating, according to the latest data from Next Gen Personal Finance, a nonprofit focused on providing financial education to middle and high school students.

“In the absence of a national or state-wide strategy to teach youth about personal finance in schools,” there is something to be said for online communities that “openly talk about money and finances,” said Billy Hensley, NEFE’s president and CEO. Hensley is also a member of the CNBC Global Financial Wellness Advisory Board.

However, there should an “overall strategy for your individual financial management,” he said.

Further, students with a financial literacy course under their belt have better average credit scores and lower debt delinquency rates as young adults, according to data from the Financial Industry Regulatory Authority’s Investor Education Foundation, which seeks to promote financial education.

In addition, a 2018 report by the Brookings Institution found that teenage financial literacy is positively correlated with asset accumulation and net worth by age 25.

Among adults, those with greater financial literacy find it easier to make ends meet in a typical month, are more likely to make loan payments in full and on time and less likely to be constrained by debt or be considered financially fragile.

They are also more likely to save and plan for retirement, according to data from the TIAA Institute-GFLEC Personal Finance Index based on research collected annually since 2017.

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