Black Friday shoppers warned to be wary of deals

The findings could lead to a negative perception of retailers involved in deceptive pricing, potentially impacting their sales and stock performance. Consumers may become more cautious in their spending during sales events, which could adversely affect retail stocks.

Retailers are being advised to improve transparency in pricing, which could pressure those who rely heavily on Black Friday sales. This pressure may additionally affect their quarterly earnings and stock valuations if they fail to adapt or regain customer trust.