Shopping for deals using private browsing

Private browsing — often referred to as incognito mode or private window mode — enables a person to browse the internet without their browsing activity, cookies, and other data being stored by third parties.

This article includes tips, suggestions, and general information. We recommend that you always do your own research and consider getting independent tax, financial, and legal advice before making any important decision.

When in private mode, search history, temporary files, and cookies are not saved on a user's device, and browsing data is not shared with websites. This feature is widely available across all internet browsers. Private mode can be accessed through a browser’s menu by selecting the option to open a private window or start incognito mode. Using private browsing can be helpful when trying to find the best deals without leaving a digital footprint that could influence dynamic pricing or advertising.

This article explores private browsing, how to use it, and whether it can help secure better prices while shopping.

Use cases for private browsing

Private browsing is useful in several scenarios where maintaining privacy is essential. On shared devices, such as a family computer or tablet, private browsing prevents the saving of browsing history, search queries, and cookies, ensuring that no traces of online activity are left behind. This feature is beneficial when accessing private accounts or researching personal topics on a computer that others also use.

Another significant advantage of private browsing is its ability to help avoid skewing search results. Search engines often tailor results based on previous search history, which can lead to biased or less diverse outcomes. By using private browsing mode, searches are not influenced by prior activity, leading to more neutral and varied results.

Private browsing is also effective in reducing targeted advertising. Websites commonly use cookies to track browsing behavior and serve personalised ads. Since private browsing does not save cookies or browsing history, it minimises the chances of seeing ads based on previous searches or visits. This makes private browsing a practical option for those who prefer to keep their online activities private and free from intrusive marketing.

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Can private browsing help you find better shopping deals?

Private browsing can be a helpful tool when shopping online, particularly in the context of price personalisation. Price personalisation occurs when websites adjust prices based on a user’s browsing data, such as search history, previous visits, or location. By using private browsing, this data is not saved or shared, potentially preventing sites from altering prices based on past behaviour.

However, the effectiveness of private browsing in securing better deals has its limitations. While it might prevent websites from using cookies to track browsing history and adjust prices, other tracking methods — such as identifying the user's location or device — can still influence pricing. Furthermore, many online stores offer deals that are standardised and not influenced by an individual's browsing history.

Therefore, while private browsing can help avoid some of the pitfalls of price personalisation, it is not a foolproof method for securing the best deals. It is just one of several tools that can be used to enhance privacy and potentially find better prices online.

Alternative strategies for finding deals

Besides private browsing, there are other effective strategies to find the best deals when shopping online. Here are three options:

• Deal finder browser extensions. One popular method is using deal finder browser extensions or apps that automatically search for and apply coupons and discounts at checkout. These tools can help uncover savings that might not be immediately visible when shopping.¹
• Special sales on websites and social media. Another approach is to regularly check retailer websites and social media accounts for promotions. Many retailers announce flash sales, exclusive online discounts, and limited time offers through these channels, making them valuable resources for deal hunters.
• Loyalty and discount programmes. Additionally, joining loyalty programmes or subscribing to membership benefits can offer extra savings, such as points on purchases, early access to sales, and special discounts.