Black Friday has morphed into Cyber Monday. 

Consumer advocates say that in the Black Friday sales over the weekend, more than one in 10 products had fake sales and one in five increased their price. 

Retail X Managing Director Juanita Neville-Te Rito told Mike Hosking if the sale seems too good to be true, it probably is. 

She says it's in New Zealanders' DNA to expect a bargain. 

“There’s actually a research study done a few years ago, and we were one of the top most price conscious or value conscious countries in the world.” 

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