SUNRISE INTERVIEW: Black Friday advice for consumers

Black Friday is fast approaching. On SUNRISE, we shared some advice for consumers who plan to make purchased on the biggest shopping day of the year.

Sandy Chalmers joined us Friday morning. She is the Division Administrator for Trade and Consumer Protection.

-- How should consumers prepare for Black Friday shopping?

· Read the fine print in the ads. Check for special conditions of the sale, including limited hours or quantities.
· It is the consumers' responsibility to read up on the stores' return, refund and exchange policies before heading out to shop. Retailers may have stricter policies in place for Black Friday purchases.
· Take your ads with you to the store and mark the items you intend to purchase so you have quick pricing references at the register.

-- What should consumers look out for during Black Friday shopping?

· Special pricing will only apply to specific items, so be sure that you have the correct product.
· Be prepared when you are at the register. As you shop, take notes in the store ads of any special prices or sale signage.
· Watch the display screen at the store as your items are being scanned. If there is an overcharge, speak up when you are in the store and ask for a refund.
· If there is a discrepancy, Wisconsin law requires stores to charge the lowest advertised price and refund any overcharge. Even though pricing errors may be unintentional, the law always benefits the consumer.
· If a store fails to make a pricing issue right, file a consumer complaint with DATCP and the weights and measures inspectors will follow up.
· DATCP's weights and measures team is responsible for checking on stores to make sure Wisconsin consumers get what they are paying for. Last year, DATCP tested nearly 35,000 items for price accuracy across the state. During these tests, consumers were charged the correct price or undercharged for an item 98.6% of the time.

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