sarah murray is here, a reporter for "wall street journal live." so is it a scam? >> let's just say you're not getting the deal you think you're getting. a lot of that discount is priced in ahead of time. it's not like retailers are suddenly taking a big hit to their profit because they're marking something down 40% for you. >> so in order to legally advertise $100. >> they only plan to sell a handful of tweters for $100. the plan is to mark it down and sell the bulk of them at a big discount. >> for a lot of these sweaters, they maybe pay $15 or $30. >> is that widespread at all of the stores? >> we really saw this trend take off when you saw the proliferation of stores like forever 21 and h&m, fast and cheap fashion. this is pretty widespread. look at jc penney for example, when they stopped discounting, they took a hit. >> you would think they we would be angrier about it, but we look to look at a sticker and say oh, it's 50% off. >> so how can you score a real deal on black friday? >> there are a couple things you can do. first, we should know the black friday