Swedish online stores raise prices before Black Friday to mislead shoppers

Swedish online stores are raising prices before Black Friday sales, with 13% increasing prices by over 10% in October. This tactic aims to make sale prices appear lower. This practice circumvents a law requiring retailers to display the lowest price from the past 30 days during sales. Many companies previously violated this rule, and this new strategy is seen as a way to mislead consumers without breaking the law. Consumer experts advise shoppers to compare prices over longer periods, ideally three months, to identify genuine discounts. Clothing, shoes, and electronics are among the product categories showing significant pre-sale price hikes.