Kiwis are questioning whether supermarket specials are genuine savings.
A new Consumer NZ survey has found seven out of 10 respondents thought sales are so common they don't know if they are real.
More than 80 percent also believe prices are too high.
Consumer NZ's Jessica Wilson told Heather du Plessis-Allan that many customers don't trust the discounts or have issues with supermarket promotions.
"Supermarkets regularly use specials, we see it every time we go to the supermarket. They do it because it makes us more likely to buy the product."
She says another problem consumers have is deciphering the special labels when in store.