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How much Takealot and OneDayOnly exaggerated discounts of their daily deals after Black Friday

Business Insider SA

Price Review

  • Online stores continued overstating discount sizes after the slew of Black Friday sales.
  • Although one store improved slightly, both used recommended retail prices that exaggerated the real-world discounts.
  • Stores both exaggerated some product discounts by roughly 200% - and in one instance, by more than 400%.
  • And, at least one product was available cheaper elsewhere than it was at its "discounted" price.
  • For more stories go to www.BusinessInsider.co.za.

Black Friday may have been a bigger deal this year than in 2020, at least in terms of sales data, but many online stores were still using the shopping event to peddle products with inflated discount claims.

The trend continued after Black Friday in online store daily deal sections, where although there was some improvement in one store, most deal claims still do not check out compared to prices offered by competitors.

On the day in November that Business Insider South Africa checked the veracity of online discount claims, there was one clear winner - though the result is still bittersweet. 

On evaluating the real-world prices of ten random daily deal products at Takealot and OneDayOnly, Business Insider found that Takealot overstated discounts by roughly 126% and OneDayOnly by roughly 45%.

In November, Takealot advertised a Ryobi drill at a claimed 27% discount. Business Insider found the same product at several online stores cheaper than Takealot's discounted price - resulting in an overstated discount of more than 400%. 

Takealot also advertised discounts of around 30% on two products - a WD Elements hard drive and a Megamaster gas braai - that were available for roughly the same "discounted" price elsewhere. In these cases, the discount claims were overstated by almost 200%.

OneDayOnly fared better than it did last month but still, on average, inflated its discount claims by up to 45% when Business Insider checked the prices of these products at competitors. 

OneDayOnly's most significant overstated discount was on a case of wine advertised with a discount of R601, or 40%. However, a case of the same wine was available from the estate website for just R61 more than OneDayOnly's discounted price - not R601 more. 

At least two other products - another case of wine and a large mousepad - had overstated discounts of up to 120% versus real-world price checks.

After six months of checking the accuracy of these daily deal portals, Takealot has, on average, exaggerated its daily deal discounts by an average of 125%. OneDayOnly has, on average, exaggerated its daily deal discounts by 61%.

Percentage Takealot and OneDayOnly exaggerated deals versus real-world prices.

Takealot

Across the 10 random products reviewed in November 2021, Takealot claimed to offer daily deal discounts to a total of R9,140.

After researching the various products, Business Insider found that a more accurate cumulative discount amounted to R2,054.

On the day in question, there was a 126.6% (R7,086) difference between the discounts claimed by Takealot and those prices available elsewhere.

The most significant overstated discount in rand value was R2,800 on a Megamaster Evolution 3 Burner Patio Gas Braai.

Rand value of Takealot discounts versus real-world prices

OneDayOnly

Across the 10 random products reviewed in November 2021, OneDayOnly claimed to offer discounts to a total of R6,669.

After researching the various products, we found that a more accurate cumulative discount came to R4,204.

On the day in question, there was a 45.34% (R2,465) difference between the discounts claimed by OneDayOnly and those prices available elsewhere.

The most significant overstated discount in rand value was R701 on a Dyson hairdryer.

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