Consumers in the United Arab Emirates have raised concerns about the practices of some stores during year-end sales. They claim that retailers are posting price tags that only show the discounted price without indicating the original price. Furthermore, these tags use urgent call-to-action phrases like 'Buy Now,' which create the illusion of a significant discount when, in reality, the reduction may be minimal.
For instance, one store placed large red signs on computers stating 'Hurry, buy now for only 2999 dirhams' without displaying the original price. Another consumer noted that a set of cutlery, marked with a 'Last chance to buy for 225 dirhams' sign, was previously priced at 430 dirhams, meaning the discount was only 7%.
Consumers are demanding that stores list both the pre-discount and post-discount prices to verify the actual discount percentage. They believe this practice is deceptive and erodes trust in sales events, causing them to avoid shopping at certain establishments.
In response, officials from shopping malls explained that due to intense competition and the high volume of discounted items, updated almost daily, it is challenging to enforce a uniform pricing policy across all stores. They argue that some items do have substantial discounts of up to 50%, and the call-to-action phrases are intended to inform customers about these genuine opportunities.
