Black Friday is the starting point for the Christmas shopping and two-thirds of those who will shop on Friday are planning to buy Christmas presents. This year, Black Friday is expected to grow up to 15 percent and turn over just over SEK 7 billion, according to Swedish Trade. Most important is the e-commerce day and the sportswear company Sportamore in Eskilstuna almost doubles the staff force on Friday.

- This day means a lot to us. Every year we set a new sales record and we expect to do so this year as well, says Sema Söderhäll, logistics manager.

Companies mislead during the sale

But can you trust that the sale during Black Friday is a discounted price? In recent years, the Consumer Agency has examined how companies in trade indicate prices. Sportamore in Eskilstuna is one of the companies that has received criticism from the Consumer Ombudsman for misleading customers.

- On the one hand, they have had too high regular prices and thus gave the impression that the goods were cheaper than they were. They have also claimed sales without prices being significantly lower, says Pär Magnusson, process council at the Consumer Agency.

"Want to be clearer to the consumer"

Sportamore, on the other hand, has a different view on the matter.

"We believe that the criticism is that the goods have been reduced to a large extent to call it reduced prices," says Johan Ryding, CEO of Sportamore.

But after all, you have received criticism, will you change your strategy?

- It is clear that our intention is to listen to all kinds of criticism and everything we can do to be even clearer to consumers we take. On Black Friday and all other campaign days, it will be important for us to ensure that we communicate as clearly as possible.