Beyond the percentage: How to find the deals that are right for you
A big discount doesn't always mean you're getting the best value. Before the holiday shopping season gets into full swing, learn how to look beyond the percentage, understand what influences your buying decisions and feel more confident about the deals you choose.
With Black Friday and the holiday shopping season just around the corner, discounts are starting to appear everywhere. Sales can be a great opportunity to save money on something you've genuinely been planning to buy—but when almost every offer promises huge savings, it can be difficult to tell which deals are actually worth it.
The good news is that you don't need to become a pricing expert to shop with confidence. Understanding how deals are presented—and asking yourself a few simple questions before clicking "Buy"—can help you find the offers that are genuinely right for you.
Why a discount doesn’t always tell the full story
The “before” price
When you see a product advertised at 40% or even 60% off, it's natural to focus on the amount you're saving. But instead of focusing on the percentage, we should ask what today’s price is actually being compared to.
Sometimes it's the product's previous selling price. Sometimes it's the manufacturer's recommended retail price. Those aren't always the same thing, and understanding the difference can give you a much clearer picture of the offer.
In Germany, retailers must generally base advertised price reductions on the lowest price charged during the previous 30 days. The rule is designed to make discounts more transparent, but it still pays to look beyond the headline percentage.
In the Netherlands, many advertised price reductions fall under rules, requiring retailers to compare against the lowest price charged during the previous 30 days. While this creates greater transparency, it's still worth looking beyond the advertised saving.
Why 50% off isn't always the better deal
A larger discount doesn't automatically mean you've found the better deal.
Imagine you've been planning to replace your coffee machine for months and finally find it 15% cheaper than usual. Now compare that with a pair of headphones reduced by 50% that you hadn't even considered buying until you saw the promotion.
Which purchase saves you more?
In reality, it's often the one that helps you spend less on something you already needed—not necessarily the one with the biggest percentage attached to it.
The psychology behind deals
Why our brain loves a bargain
There's a reason discounts feel so satisfying. When we see an original price next to a lower one, our brains instinctively compare the two. The higher price makes the new one feel like a better value, even if we don't know whether that's what people usually pay.
That doesn't mean the discount isn't real. It simply shows how naturally we're drawn to the feeling of getting a bargain. Finding a good deal can feel rewarding in itself, sometimes even before we've decided whether we actually need the product.
How urgency influences our choices
The same applies to messages like "Only a few left," "Offer ends tonight," or countdown timers. Sometimes those messages reflect genuine stock levels or limited-time promotions. Either way, they create a sense of urgency that encourages us to make decisions more quickly.
When we feel we're about to miss out, it's easy to focus on the opportunity instead of the purchase itself. Taking a moment to pause doesn't mean missing a good deal—it simply gives you the chance to decide whether it's the right one for you.
Five questions to ask before you buy
Some of the best deals are the ones that help you save money on something already on your shopping list. If the discount is creating the desire to buy rather than reducing the cost of something you already wanted, it's worth taking a second look.
Rather than relying on the percentage alone, compare prices across different retailers and, where possible, check the product's price history. Checking how the price has developed over time shows you how good today's offer really is.
Planning to shop during Black Friday? A little preparation can help you make the most of the offers. Find more ideas in our guide to shopping confidently during Black Friday.
This is perhaps the simplest question—and often the most revealing. If the answer is yes, the promotion may simply be helping you buy something you already wanted at a better price. If the answer is no, it might be the discount that's doing most of the convincing.
A lower price doesn't automatically mean a purchase fits comfortably into your current budget. Especially as the holiday season approaches, it can help to think about upcoming gifts, travel, celebrations and everyday expenses alongside today's purchase. A good deal should leave you feeling comfortable with your decision, not worried about what comes next.
Knowing what you can comfortably spend makes it easier to enjoy a good deal without worrying about your finances afterwards. If you'd like to build more confidence around everyday spending, explore our guide to healthy financial habits.
The excitement of finding a bargain fades surprisingly quickly. Thinking about how you'll feel a few weeks—or even a few months—from now can be a useful way to separate an impulse purchase from something you'll genuinely enjoy or benefit from over time.
The best deal is the one that's right for you
Shopping during sale season doesn't have to mean resisting every tempting offer. Some of the best purchases are made during promotions, especially when you've been waiting for the right moment to buy. The difference is knowing why you're making the purchase in the first place.
Understanding how discounts work, recognising the psychology behind them and taking a moment to reflect before buying can help you feel more confident in every decision. Because in the end, the best deal isn't necessarily the one with the biggest percentage attached to it.
It's the one that feels like the right choice for you—today, tomorrow and long after the sale has ended.
Beyond the percentage: How to find the deals that are right for you
A big discount doesn't always mean you're getting the best value. Before the holiday shopping season gets into full swing, learn how to look beyond the percentage, understand what influences your buying decisions and feel more confident about the deals you choose.
Pay by invoice – Online shops & how it works
Pay by invoice is one of the most popular payment methods for online shopping. And for good reason: you order your favourite products, have them delivered to your home, inspect them at your own pace, and only pay later. This gives you greater flexibility and peace of mind when shopping. At the same time, many consumers wonder how secure paying by invoice is, why a credit check is sometimes required, or what they should keep in mind. In this article, we'll explain how pay by invoice works, the advantages it offers, and what you should know before choosing this payment method.
Fraud victim? What to do if someone used your identity
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