Over two-thirds of online shoppers (67%) have become desperate to bag a bargain amid the cost-of-living crisis – but have fallen victim to sneaky sales tactics such as fake reviews and “last chance to buy” pressure selling.
A third of adults have rushed to snag a low-cost item online – only to realise it wasn't the best deal, and they have spent money they couldn't afford.
And this rises to 48% of young shoppers, aged 18-34, who have been lured in to such tactics and realised their error too late – with 56% of this age group parting with more cash than they could comfortably afford.
Some of the top sales tricks used online include banners such as “15 minutes left of sale”, or “only two remaining” – with one in four having rushed to secure an item after seeing these labels.
And 24% have purchased a product based on fake online reviews – with 23% not realising these are put in place to encourage people to buy quickly.
The poll of 3,700 adults found that 71% believe they are “saving money” when they commit to such “deals” – and 14% would be too embarrassed to tell anyone afterwards that they had been ripped off, preferring to keep it quiet.
Consumer champion and TV presenter Angellica Bell is working with the Competition and Markets Authority (CMA) as it launches the next phase of “The Online Rip-Off Tip-Off” campaign, to help shoppers call out misleading online tactics.
She said: “We know the cost-of-living crisis is putting a strain on shoppers across the UK, and online businesses are using sneaky sales tactics to make us part with our money when household budgets are already stretched.
“We all feel the pressure of securing bargains, making us more susceptible to being ripped off. It’s frustrating when this happens, and it’s time we call out these online retailers and report them to the CMA.”
The study also found 45% have found themselves trapped in a subscription without realising, and later found it difficult to cancel, up to five times.
But while 68% feel these types of tactics should be banned, just one in four (26%) have gone as far as actually reporting it.
Those who haven’t ever reported these tactics put it down to not believing anything could be done about it (46%), and not knowing this was even an option (42%).
The study, carried out via OnePoll, found 58% think online retailers should be punished for using such strategies to get people to buy.
George Lusty, senior director for consumer protection at the Competition and Markets Authority, which commissioned the research, added: “Our findings show shoppers are now pushed to make unplanned purchases as they hunt for the best bargains, as the pressure from the cost-of-living mounts.
“We know that every penny counts, and it is increasingly concerning as some businesses which sell online take advantage of the current economic crisis.
“That’s why we are issuing compliance advice directly to online retailers, so they comply with the law when presenting urgency claims and price reduction claims to consumers.”
