Scam day. Example, I have been looking at getting an iPhone SE. Which sells for $679 in Australia. In the months leading up the price has been stable (Apple keep tight control on sales price). On Black Friday the price on one third party seller jumped to $729 with a sign that says "don't pay $849" which no one was ever going to, it has never been that expensive. Direct from Apple it is still $679.
Everything I have seen is the exact same price they have been all year, has been cheaper in previous sales or minimally discounted such as by 2%.
Retailers use tricks such as selling you old models or basic models of the product you actually want to buy luring you in. They will present it in a way that makes you think you are getting a deal when they're just moving stuff that does not sell well. They continue to advertise the price the product launched with years ago stretching the perceived discount that Black Friday is giving you when in reality its just the new RRP and you would know that if you had been paying attention but they know most people see "SALE" and can't help but throw their money away.
They all prey on the mentality of "It was on sale so I saved $100!" which makes people spend money on shit they do not need. Reality is you can't save money by spending it.