The Metropolitan Police's new cyber crime unit have put together a check-list for online shoppers looking to avoid online fraudsters.
Customers scrambled and pushed to snatch cut-price deals as part of "Black Friday" in frenzied scenes seen across the UK.
Shoppers expected to storm the High Street in search of bargains.
Mental health charity Time to Change said Asda's fancy dress costume "reinforces the myth that those with mental illness are all violent" and they hoped the outcry would lead to other retailers withdrawing the outfit.
Their official Twitter account wrote:
Asda's mental health patient costume reinforces the myth that those with mental illness are all violent. Our response http://t.co/lFbNtSUl1X
Our director on @bbc5live talking about Asda's mental health patient costume: 'hopefully the outcry will urge other retailers to withdraw'
The Office of Fair Trading is cautiously insisting that nothing illegal has been proven, that their investigation into 'misleading' sale pricing is still ongoing and that they are not yet naming the six companies thought to be involved.
But three chains have told ITV News that they have letters from officials: SCS Furniture, Carpetright and another who preferred not to be named.
Carpetright say they are cooperating with the investigation and aim to do nothing wrong.
– OFT director Gaucho Rasmussen
OFT research has found that reference pricing can mislead consumers into thinking the item they have bought is of higher value and quality, pressure them to buy there and then so they don't 'miss out' on the deal and also impair their judgment, as buying an item immediately means they do not get the chance to search the market for the real best deals.
We have contacted a number of carpet and furniture retailers asking them to review their pricing practices and sign legally enforceable undertakings.
During monitoring of the six companies - which the OFT is not yet naming in the hope of reaching a speedy resolution with them - the overall average of sales of items at the reference price was just 5%.
The OFT said there were a significant number of products sold by some retailers where no sales at all took place at the artificially inflated price.
In all cases, no explanation of how and when these higher prices were established were provided.
The OFT has written to the six retailers asking them to stop using the pricing practices that mislead consumers, giving them until autumn to respond.
Six high street carpet and furniture retailers are under investigation for using artificially high prices to exaggerate sales and price cuts.
The Office of Fair Trading (OFT) said it opened the investigation after finding that many retailers in the sector were misleading customers into thinking they were getting a bargain by artificially inflating the original price.
It found "systematic" examples of artificially inflated reference pricing within the industry, through the use of 'was' prices formerly charged by the retailer, 'after sale' prices that the trader intended to charge in the future, or recommended retail prices (RRPs) set by the manufacturer.
The British Retail Consortium has welcomed the latest growth figures describing them as "very strong".
British retail sales rose at their fastest annual rate in over two years in July, with the hot weather leading consumers to buy more food and outdoor products.
John Munro from the British Retail Consortium, told ITV News that the high street was offering the right deals to tempt consumers.
Leading economists have warmly welcomed the latest rise in retail sales, but caution that the rise is based on consumers spending more than they earn.
– Alan Clarke, Scotiabank
Real household disposable income is negative and going down, and this is basically telling you that people are definitely feeling the feel-good factor of the Help to Buy scheme pushing up house prices.
People are prepared to spend more than they earn. This is bad growth but I'd rather have bad growth than no growth.