Black Friday has long been marketed as the ultimate shopping holiday, promising massive savings and unbeatable bargains. Yet a new study shows that many of these so‑called deals do not deliver the savings advertised.

In fact, 36% of online items offer no savings compared to their pre-Black Friday prices, according to WalletHub research . The data highlights how retailers create the illusion of a remarkable discount by marking items down from inflated “original” prices that were rarely, if ever, charged. This tactic gives shoppers the false belief that they are saving more money than they actually are.

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“There’s some trickery happening,” consumer savings expert Andrea Woroch told CNBC Make It. "Retailers are co

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