Sales events can be a genuine opportunity to save, but the size of the discount printed on a banner is not the same thing as the amount you actually save. A short checklist before you shop helps you tell a real bargain from a price cut that looks bigger than it is.

Know the price before the sale

It helps to have an idea of an item’s normal price before a sale starts, either from a previous visit to the site or a quick search. Some “was” prices are based on a short period at a higher price rather than the price most shoppers actually paid, which can make a discount look larger than the real saving.

Check delivery and returns before you buy

A tempting sale price can be reduced, or removed altogether, once delivery charges are added. It is also worth checking the returns policy for sale items specifically, since some retailers apply shorter return windows or exclude reduced-price items from their standard returns process.

Read the terms on any additional voucher

Retailers often combine a sale with a separate voucher code for extra money off. Check whether the code can be used on already-reduced items, whether there is a minimum spend, and whether certain brands or categories are excluded, so you know what the final total will look like before you reach checkout.

Compare instead of rushing

Sales are often designed to create urgency, but taking a few minutes to compare a handful of retailers, or checking whether the same item is available elsewhere with a better delivery offer, rarely costs you the deal and can save considerably more than acting on the first sale banner you see.

CheckoutDeals lists current deals and discount codes from a wide range of UK retailers, making it easier to see what is genuinely on offer during a sale period.