How is the earlier price worked out?

It's the lowest price in the 30 days before the cut (Directive 98/6/EC, Article 6a). Where a price is cut in steps, it's the price before the first cut.

Why don't you name the shops?

Our studies don't single out a shop; we report figures by country and category.

Black Friday in the Baltics: were the discounts real?

20 October 2026 · Gairė

277 products tracked in Lithuania, Latvia and Estonia

554 price readings since 20 October

28 Nov first results

How we measured ↓

Since 20 October we've read the prices of 277 popular products at online shops in Lithuania, Latvia and Estonia: daily, and every 6 hours from 17 November. On 28 November we'll publish here how many Black Friday discounts were real under the EU's 30-day rule.

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What we measured

For each product we worked out its earlier price the way the EU rule does: the lowest price in the 30 days before Black Friday week or, where the price was cut in steps, in the 30 days before the first cut. Then we compared it with the product's lowest price in Black Friday week.

What it means for buyers

Look at the price, not the percentage. Compare it with what you saw a few weeks earlier.
Start tracking a product you plan to buy now, not on the day of the sale.
If a discount looks misleading, write to the seller first, then to the consumer authority.

Questions

How is the earlier price worked out?: It's the lowest price in the 30 days before the cut (Directive 98/6/EC, Article 6a). Where a price is cut in steps, it's the price before the first cut.
Why don't you name the shops?: Our studies don't single out a shop; we report figures by country and category.

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