The Commerce Commission is urging retailers to follow the law during tomorrow's Black Friday sales.
The American shopping holiday has taken hold in New Zealand, with some companies extending it into a week long campaign.
Commerce Commission chairperson Anna Rawlings told Nine to Noon retailers should be genuine in their deals and the advertising of them.
She reminded businesses they could be fined up to six-hundred-thousand-dollars for a single breach of the Fair Trading Act.
Rawlings said New Zealanders do have a stronger discount culture than other parts of the world but people should not get carried away by the Black Friday hype.
A PriceSpy New Zealand survey suggested nearly two thirds of respondents will buy products in the flash sale.
PriceSpy's tech commentator Jordan Tini said the event is rapidly expanding each year, and he believes the pandemic is helping to shape spending this year.
Tini recommended people research goods they want to buy ahead of time to make sure the deal is legitimate.