Dr Matiur Rahman

Eid-ul-Fitr and Eid-ul-Adha are the two most significant festivals in Bangladesh, marked by
religious fervor, family gatherings, and, most notably, a surge in consumer spending. In the
weeks leading up to these celebrations, markets buzz with promotional campaigns, flashy
advertisements, and grand sales events. Retailers, both online and offline, lure customers with
promises of massive discounts, exclusive offers, and limited-time deals. However, beneath
the glittering facade of these Eid sales lies a troubling reality—fake discounts and artificially
inflated prices that exploit consumers' festive enthusiasm.
One of the most common tactics employed by retailers during Eid sales is the illusion of
discounts. Shoppers are bombarded with advertisements proclaiming "Up to 70% Off" or
"Buy One, Get One Free," creating a perception of unbeatable bargains. However,
investigations and consumer reports frequently reveal that many of these discounts are
deceptive. Retailers often inflate the original prices of products weeks before the sale, only to
slash them back to their regular prices during the promotional period. This manipulative
pricing strategy, known as "price anchoring," tricks consumers into believing they are getting
a significant discount when, in reality, they are paying the standard price or sometimes even
more.
For instance, a clothing item that typically sells for 1,500 taka might be marked up to 3,000
taka a month before Eid. When the sale begins, the same item is advertised as "50% Off,"
bringing the price back to 1,500 taka. The buyer, unaware of the original pricing, feels they
have secured a great deal, while the seller enjoys increased sales without any real reduction in
profit margins. This practice is rampant in both brick-and-mortar stores and e-commerce
platforms, where price manipulation is harder to track due to the lack of price history
transparency.
The rise of e-commerce in Bangladesh has added another layer to the problem of fake
discounts. Online marketplaces such as Daraz, Evaly (before its collapse), and other local
platforms heavily promote Eid sales with countdown timers, flash sales, and discount
vouchers. While some genuine offers exist, many sellers engage in unethical practices such as
listing products at exaggerated "original" prices to make discounts appear more substantial.
Additionally, some vendors manipulate product ratings and reviews to create a false sense of
reliability, further deceiving buyers.
Another concerning trend is the sale of substandard or counterfeit goods under the guise of
Eid discounts. Consumers often report receiving products that differ significantly from their
online descriptions—cheaper fabrics, defective electronics, or imitation brands sold as
genuine. The festive rush and the pressure to secure "limited-time offers" lead many shoppers
to make impulsive purchases without thorough scrutiny, only to regret their decisions later.
Eid is a time of generosity and celebration, and retailers capitalize on the emotional aspect of
shopping during this period. The cultural tradition of buying new clothes, gifts, and
household items for family members creates a sense of urgency among consumers. Marketers
exploit this by creating artificial scarcity, claiming that stocks are limited or that discounts
will expire soon. This fear of missing out (FOMO) drives people to make hasty purchases
without comparing prices or verifying the authenticity of discounts.

Moreover, the social pressure to dress well and exchange gifts during Eid pushes many
middle and lower-income families to stretch their budgets. Retailers take advantage of this by
offering "easy installment plans" or "zero-interest EMIs," which often come with hidden
charges or stringent terms. Many consumers, lured by the prospect of paying in small
installments, end up spending more than they can afford, leading to post-Eid financial strain.
A major reason fake discounts and overpricing persist is the lack of consumer awareness.
Many shoppers in Bangladesh are not familiar with their rights or the tactics used by retailers
to manipulate prices. While the Bangladesh Competition Commission and the Directorate of
National Consumer Rights Protection exist to safeguard buyers, enforcement remains weak.
The absence of strict price monitoring mechanisms allows businesses to engage in unethical
pricing without fear of repercussions.
Additionally, the rapid growth of e-commerce has outpaced regulatory frameworks, making it
difficult to hold online sellers accountable. Although the government has introduced digital
commerce guidelines, implementation is inconsistent, and fraudulent sellers continue to
operate with relative impunity. Consumers often face challenges in filing complaints or
obtaining refunds, discouraging them from seeking redress.
To combat fake discounts and overpricing during Eid sales, both consumers and authorities
need to take proactive steps. Shoppers should adopt a more cautious approach by researching
prices beforehand, comparing deals across multiple stores, and reading product reviews
carefully. Avoiding impulsive purchases and verifying the actual market price of items can
help prevent falling for deceptive discounts.
On the regulatory front, the government should strengthen consumer protection laws and
enforce stricter price monitoring, especially during peak shopping seasons. E-commerce
platforms must be held accountable for ensuring transparency in pricing and cracking down
on sellers who engage in fraudulent practices. Public awareness campaigns can also play a
crucial role in educating consumers about their rights and the tricks used by unscrupulous
retailers.
Eid sales in Bangladesh, while a boon for businesses, often turn into a bane for consumers
due to rampant fake discounts and overpricing. The festive season, which should be a time of
joy and celebration, is marred by manipulative marketing tactics that exploit shoppers' trust
and excitement. While retailers benefit from short-term gains, such practices erode consumer
confidence and harm the market's credibility in the long run.
For a fairer and more transparent shopping experience, both buyers and sellers must prioritize
ethical practices. Consumers should remain vigilant, and authorities must take stronger action
against fraudulent pricing strategies. Only then can the spirit of Eid truly reflect honesty,
generosity, and mutual respect—values that lie at the heart of the festival itself.
The writer is a researcher and development worker.