Magnified Details of Blue Accented Trainers

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Can You Spot Fake Trainers? Take the Black Friday Test

Can you spot fake trainers before you pay for them? Take the 2-minute test below, then use the checklist to shop safely. Black Friday 2026 is Friday 27 November and Cyber Monday is Monday 30 November, on the same dates in the UK and USA. Many UK shops start their deals around 20 to 21 November, according to PriceSpy, and the FTC notes that fake shopping sites seem to multiply as the holiday season approaches.

Quick Verdict

Safest approach: Buy from the brand or an authorised stockist.

Check first: The style code on the box should match the tag inside the shoe, and a web search for the code should show the same model and colour.

Walk away if: The price is far below the brand's own site, the shop has no returns policy or contact details, or you are asked to pay by bank transfer, gift card or crypto.

Our rule: We only add a deal to our guides once we have checked the shop's price and the price history, and we say so when a deal is not worth it.

Can You Spot the Fake? The 2-Minute Test

8 short questions. No timer and no sign-up. Pick an answer to see why.

The Checklist Behind the Answers

Fake Trainers at a Glance

Check What you want to see Warning sign
Price Close to the brand's own site or other shops selling the same pair Far below the normal price
Box label Model name, size, barcode, style code and place of manufacture, printed crisply and evenly Blurry text, odd spacing or no label at all
Style code The same code on the box and on the tag inside the shoe, and a search shows the same model and colour Codes that do not match, or a search that shows a different shoe
Stitching and materials Even seams, firm and consistent materials, no strong smell Uneven stitching, a strong chemical smell, flimsy or cracking material
Weight Feels in line with the real shoe Much heavier or lighter than expected
Seller The brand or an authorised stockist An unknown shop, or a reseller who will not send photos of the box label and inner tag

Source note: This guide pulls together advice from Footshop, Which? and the FTC. It cannot authenticate a particular pair, and no single check is proof on its own.

Do not rely on one clue: Real shoes can have small flaws, so uneven stitching alone does not prove a fake. Use several checks together, and check the pair as soon as it arrives, before you wear it outside, so you can still return it if something is wrong.

Fake Shops: Red Flags Before You Pay

Fake shops copy real photos and logos, then send you something else or nothing at all. Check these before you pay:

  • Unusually low prices. The FTC calls these a sign of a scam. Be extra careful with social media ads that show a popular product at a very low price.
  • Pressure to hurry. Countdown timers and pushy wording are used to rush you.
  • The web address. Be wary of addresses that stuff a brand name into an odd domain. A domain checker such as who.is shows when a site was created, and a brand-new site is a warning sign.
  • Contact details. A real shop lists a business address and a phone number or email, not just a contact form.
  • Shipping, returns and terms pages. If they are missing, treat the shop as suspicious. Footshop notes that fake sellers often offer no way to return products.
  • Photos. Stolen or low-quality product photos are a warning sign. A reverse image search can show where a photo came from.
  • Reviews. Check several review sites and look at recent reviews. Be suspicious of many oddly similar reviews, or reviewers with brand-new accounts.
  • Padlocks and trust badges. They are not proof a shop is genuine, because scammers can copy both.

Fake Discounts: How to Check a Black Friday Price

What the research found: Which? checked 175 Black Friday 2024 deals and found every product had been the same price or cheaper at some point in the six months either side of the sale. Its examples were mostly TVs and appliances, but the same checking method works for trainers.

  • Compare shops. If several shops sell the same pair at a similar price and only one calls it a special offer, it is probably not a special deal.
  • Check the price history. Use PriceSpy, Pricerunner or CamelCamelCamel (Amazon only) to see what the price was before the sale.
  • Be wary of "was" prices. The higher price may not be the one the shoe sold at just before the sale.
  • Know what RRP means. A recommended retail price is the maker's suggestion, not a price the shop necessarily charged.
  • Set a price alert. PriceSpy suggests alerts so you can see when a shop lowers the price.

Pay Safely, and What to Do If It Goes Wrong

  • Pay by credit card where you can. The FTC says cards let you dispute a charge if you do not get what you ordered. In the UK, Which? says you also have some rights to get money back if a card payment turns out to be for a fake or non-existent item.
  • Never pay by bank transfer, gift card, wire transfer, payment app or crypto. The FTC says only scammers ask for these. If you have already paid by bank transfer, Which? says to contact your bank immediately.
  • Read the terms before you pay. Look at the price, any extra charges, the refund policy, who pays return postage and any restocking fee.
  • Keep records. Save screenshots of the listing, your order confirmation and any emails.
  • If something goes wrong, contact the seller first, then the company you paid through to dispute the charge. In the US you can report it at ReportFraud.ftc.gov. In the UK, Which? explains how to report a scam.

Returns: UK vs USA at a Glance

Question UK USA
Changed your mind on an online order A legal right to cancel until 14 days after delivery, for most items No federal law requires a refund, so the shop's own policy decides
Who pays return postage If the shop's terms do not say, the shop must cover it Set by the shop's policy, so check for restocking fees
Where to report a scam See the Which? guide to reporting a scam ReportFraud.ftc.gov

Rules and shop policies change, so read the returns page before you buy. UK details are from Which?. US details are from FindLaw.

Our Christmas Deal Watch

Between now and Cyber Monday we are tracking prices on the shoes in our guides across UK and US shops, so we can tell you which deals are real. For every deal we add, we compare the price across at least three shops, check the price history, note the date we checked, and say clearly when a deal is not worth it.

If a price has changed by the time you read this, trust the shop's own page over ours.

More Guides to Read First

Final Verdict

The best defence on Black Friday is a short routine. Buy from the brand or an authorised stockist, compare the price and the price history, match the style code on the box and the shoe, and pay by credit card.

If something feels off, such as a price far below normal, no contact details or pressure to pay by bank transfer, walk away. A missed deal costs you little, and a fake costs you the money and often the chance of a refund.

Last checked on 6 November 2026. Prices and shop policies change, so confirm the details on the shop's own page before you buy.

Frequently Asked Questions

When is Black Friday 2026?

Black Friday 2026 is Friday 27 November, on the same date in the UK and USA. Cyber Monday is Monday 30 November.

How can I tell if trainers are fake?

Check several things together: the price, the box label, whether the style code matches on the box and the inner tag, the stitching and materials, and the seller. No single clue proves a pair is fake.

Can this test tell me if my trainers are real?

No. The test teaches the checks. To judge a particular pair, compare the style code on the box and the tag inside the shoe, then work through the checklist above.

How can I tell if an online shoe shop is fake?

Look for unusually low prices, pressure to hurry, an odd web address, no business address or phone number, missing returns and terms pages, stolen photos and suspicious reviews.

Are Black Friday trainer deals real?

Some are, but check before you buy. Which? found that every one of the 175 Black Friday 2024 deals it checked had been the same price or cheaper at some point in the six months either side of the sale. Compare shops and check the price history first.

What is the safest way to pay online?

Pay by credit card where you can, because it lets you dispute a charge. Avoid bank transfers, gift cards, wire transfers, payment apps and cryptocurrency.

Can I return trainers if I change my mind?

In the UK, most online orders can be cancelled until 14 days after delivery. In the US, no federal law requires a refund for a change of mind, so the shop's own policy decides.

Sources Consulted

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