Good sales shopping advice to remember is:

Shop around and compare prices: It is all too easy to fall for apparently brilliant bargains at any time of year - but shoppers should try their best to make sure that their bargains are everything they seem. Don't be afraid to ask questions before parting with cash or signing up to buy goods. It is essential that shoppers take common sense precautions so they get bargain benefits not bogus bargains.

Be alert to sales gimmicks: In general, there should be an indication of the higher pre-sale price as well as the sale price but shoppers should look at the asking price and consider carefully if it offers them value for money. They should question all price claims and not be taken in by virtually meaningless terms like 'special purchase' or 'bargain offer' - and remember to call trading standards if you spot a so-called reduction which isn't.

Always read the small print on sales offers: Look out for any conditions of sale prices to ensure that you do not part with more money than you originally thought. Some offers may require customers to buy a certain number of items before a reduction is given, or in the case of holidays, book for a minimum number of people.

Look out for in store notices disclaiming or explaining price claims : Pre-sale prices should be the last price at which goods were offered - and the goods should have been at that price for 28 consecutive days in the previous six months. Shops can however use disclaimers to get around the law, such as "higher price charged from 1st to 7th April 2001" or "higher price charged in our Oxford Street store".
Above all, remember to look at the price, not the reduction.

It is impossible for trading standards officers to keep a check on retail prices so one of the best ways of detecting offences is through shoppers who have been eyeing up an item since before Christmas and notice if the sale price isn't a genuine reduction. If so, then please contact us.