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.
Don’t fall for deceptive deals
“Some Black Friday deals are misleading, as retailers may inflate original prices to make a deal look like a better value,” said consumer savings expert Andrea Woroch.
Such tactics can create an urgency to buy, even when the discount isn’t that significant, according to R.J. Cross, a campaign director at PIRG, a nonprofit consumer advocacy research group.
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.
Expect up to 30% off on Black Friday
This year, in particular, some of the deals are already as good as they are going to get.
“Those holidays have gotten a little watered down because retailers want to maximize the selling days,” said Adam Davis, managing director at Wells Fargo Retail Finance.
“You are easily going to see 20% to 30% off,” Davis said — but “not necessarily storewide.”
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.”
What not to buy on Black Friday
Typically, Black Friday is a great time to find rock-bottom prices on fall clothing — including flannels, denim, coats and accessories — as well as televisions and consumer electronics.
But hold off on beauty and footwear, which are typically better buys on Cyber Monday, Woroch said.
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.
How to get the lowest prices of the season
Shoppers walk through the retail district near Oxford Circus as the annual Black Friday sale event arrives. In-store Black Friday spending is expected to grow by 7.3 per cent in the UK this year.
Leon Neal | Getty Images News | Getty Images
Woroch recommends using a price-tracking browser extension such as Honey or Camelizer to keep an eye on price changes and alert you when a price drops. Honey will also scan for applicable coupon codes.
If you are shopping in person, try the ShopSavvy app for price comparisons. If an item costs less at another store or popular site, often the retailer will match the price, Woroch said.
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.
The average tax refund is 10.4% lower than last year according to the latest Internal Revenue Service data, and inflation is taking more of those dollars.
Bill Oxford | E+ | Getty Images
The average tax refund this year is down 32.4% compared to last year, according to early filing data from the IRS.
Tax season opened on Jan. 27, and the average refund amount was $2,169 as of Feb. 14, down from $3,207 about one year prior, the IRS reported on Friday. That figure reflects current-year refunds only.
However, the Feb. 14 filing data doesn’t include refunds receiving the earned income tax credit or additional child tax credit, which aren’t issued before mid-February, the IRS noted. The previous year’s filing data included tax returns claiming these credits. The value of these tax breaks can be substantial, even resulting in five-figure refunds, in some cases.
Typically, you can expect a refund when you overpay taxes throughout the year via paycheck withholdings or quarterly estimated payments. By comparison, there’s generally a tax bill when you haven’t paid enough.
Filing season numbers will ‘even out’
Although the average refund is currently smaller, “historically, filing season numbers even out as more tax returns come in,” according to the agency.
As of Feb. 14, the IRS received roughly 33 million individual tax returns of the more than 140 million it expects before the April 15 deadline.
As of Dec. 27, 2024, the average tax refund for the 2024 season was $3,138, compared to $3,167 in late December 2023.
It’s unclear exactly how the staffing reduction could impact future taxpayer service. But experts recommend double-checking returns for accuracy to avoid extra touch points with the agency.
“Don’t call the IRS looking for your refund,” said Tom O’Saben, an enrolled agent and director of tax content and government relations at the National Association of Tax Professionals.
Typically, the agency issues refunds within 21 days of a return’s receipt. But some returns require “additional review,” which can extend the timeline, according to the IRS.
An attendant holds 1-kilogram gold bars on Feb. 17, 2025.
Akos Stiller/Bloomberg via Getty Images
Gold prices are popping. But investors should avoid the temptation to chase a shiny object, investment experts said.
The SPDR Gold Shares fund (GLD), which tracks the price of gold bullion, is up about 11% in 2025 as of 2 p.m. ET Tuesday. Returns are up about 42% over the past year. (Prices were down more than 1% on Tuesday.)
Gold futures prices are also up about 10% year-to-date and currently 36% higher compared to the price a year ago.
By comparison, the S&P 500 U.S. stock index is up about 1.5% in 2025 and 17% in the past year.
Lee Baker, a certified financial planner, said he wasn’t getting client calls about gold a year ago. Now, he fields them regularly.
He thinks investors would be wise to remember the classic rule from Warren Buffett, “Be fearful when others are greedy, and be greedy when others are fearful.”
“It feels to me everyone is starting to get greedy as it pertains to gold,” said Baker, owner and president of Claris Financial Advisors, based in Atlanta, and a member of CNBC’s Advisor Council.
The typical investor shouldn’t have an allocation to gold that exceeds 3% of a diversified portfolio, Baker said.
Investors enticed by lofty returns may make a knee-jerk reaction and buy a big chunk of gold (literally or figuratively) — and, in the process, make the common investment mistake of buying high and selling low, he said.
“If you’re going to make money with gold you need to buy and sell it — and hopefully sell it at right time,” Baker said. “And if you’re getting in now, are you buying at a peak? I don’t know.”
Why gold prices are up
Investors often perceive gold as a safe haven in times of turmoil and buy the asset when there are high levels of uncertainty, explained Sameer Samana, senior global market strategist and head of global equities and real assets at the Wells Fargo Investment Institute.
“I think we can check that box right now,” he said.
That said, “in true times of crisis, bonds have shone brighter than gold has,” Samana said.
Additionally, many investors buy gold because they think it’s a good inflation hedge, Samana said. (The data doesn’t always support that investment thesis.) Investors have been concerned by recent data that suggests progress on bringing down inflation may have stalled, he said.
U.S. sanctions on Russia dating to 2022 have been the “turbocharger” for gold returns over the past year or more, Samana said.
The sanctions led some central banks — in China, most notably — to buy more gold instead of U.S. Treasury bonds to avoid the potential difficulty of accessing assets denominated in U.S. dollars during a future geopolitical conflict, Samana said.
That has driven up gold demand higher compared to the price a year ago — and prices with it, he said.
“Don’t chase” gold returns, Samana said: “As a whole, you probably want to hold off on precious metals at [current] levels.”
Experts don’t expect gold to continue to shine.
“There’s no reason in my mind gold will continue to have a significant uptrend, barring — and I certainly hope not — some sort of protracted war,” Baker said.
How to invest in gold
Sanshandao Gold mine in Laizhou, Shandong province, China, on Jan. 17, 2025.
CFOTO/Future Publishing via Getty Images
Baker recommends getting investment exposure to gold via a fund like an exchange-traded fund or by investing in the stocks of gold mining companies, for example, instead of buying physical gold.
Funds and stocks are generally more liquid in the event an investor needs to sell the asset, Baker said. Investors with a lot of physical gold likely have the additional hassle of storing it somewhere and insuring it, Baker said. Insurance may cost investors 1% to 2%or more of their gold’s value per year.
Similar to Baker, Samana believes it may be okay for investors to hold 1% to 2% of a well-diversified portfolio in gold.
Investors interested in buying gold should consider it as a piece of a broader commodities portfolio, which likely includes allocations to energy, agriculture and base metals like copper alongside precious metals like gold, Samana said.
Wells Fargo’s investment models have an overall commodities allocation that ranges from 2% for conservative investors to 7% for more aggressive growth, he said.
Students walk through the University of Texas at Austin on February 22, 2024 in Austin, Texas.
Brandon Bell | Getty Images
Gather student loan records ASAP
If the Trump administration is successful in dismantling key parts of the Education Department, the Treasury Department would be the next most logical agency to administer student debt, said Betsy Mayotte, president of The Institute of Student Loan Advisors, a nonprofit.
It’s also possible that the Justice Department or the Department of Labor could carry out some of the Education Department’s functions, according to a December blog post by The National Association of Student Financial Aid Administrators.
But the transfer of tens of millions of borrowers’ account information between agencies would likely lead to errors, experts said. As a result, borrowers should gather the latest information on their student loan balance now, and keep an updated record of it, Yu said.
At Studentaid.gov, borrowers should be able to access data on their student loan balance and payment progress, Yu said. If you don’t know which company services your student debt, you can find that information on that site, as well.
Borrowers should also request a complete payment history of their student loans if their debt has been transferred between companies in the past, Yu said. All this documentation will come in handy if your loan balance or payment history is reported inaccurately in the future.
Those who are pursuing Public Service Loan Forgiveness should certify their work history with the Education Department now, Yu said, “to ensure all eligible periods of employment count toward PSLF.”(PSLF offers debt erasure for certain public servants after 10 years of payments, and borrowers have already long complained of inaccurate payment counts.)
Protecting your student loan data
Consumer and privacy advocates are also concerned by recent reports that Musk’s DOGE had entered the Department of Education and gained access to federal student loan data on tens of millions of borrowers.
In a Feb. 6 letter signed by 16 Democratic senators, including Elizabeth Warren of Massachusetts and Chuck Schumer of New York, the lawmakers said that the Education Department’s student loan database “contains millions of borrowers’ highly sensitive information, including Social Security numbers, marital status, and income data.”
That data “could be used to target financially vulnerable people for Musk’s upcoming financial services company, could be easily breached, or abused in any number of ways,” said Ben Winters, the director of artificial intelligence and privacy at the Consumer Federation of America.
A federal judge in Maryland on Monday granted a temporary restraining order barring DOGE staffers from accessing individuals’ sensitive data at the Education Department until March 10 while a lawsuit unfolds.
Unfortunately, “it’s nearly impossible to track a specific source of data, including how it’s leaked or used or sold,” Winters said. With that being said, people can check if certain information was included in a data breach on websites like, haveibeenpwned.com, he said.
Some services manage your online presence to try to limit where your data ends up, such as one offered by Discover, Winters said. Monitoring your credit score each month to ensure no unauthorized accounts have been opened in your name can also be useful, he added.
“Also carefully scan your card and account statements periodically,” Winters said.
If you’re worried about how your personal data with the Education Department may have been used, you can make a complaint with the Consumer Financial Protection Bureau at consumerfinance.gov/complaint. You may also report it to your state’s attorney general.