NEWARK - With the holiday season in full swing, Attorney General Peter C. Harvey and New Jersey Division of Consumer Affairs Director Reni Erdos are urging shoppers to heed some important tips to help ensure that they get what they pay for and don't become victims of fraud.

"Retail and online merchants are doing what they can to beat out the competition," Attorney General Harvey said. "Consumers can benefit greatly from the discounts being offered, but they also need to be careful to make sure they are getting a fair and honest deal."

"Holiday shopping can be fun as long as you exercise caution when making purchases," Director Erdos said. "A little common sense will go a long way."

Whether shopping online or at traditional bricks-and-mortar stores, Attorney General Harvey and Director Erdos are asking consumers to keep the following in mind:

• Comparison shop to see what other stores and Internet sites are offering in order to get the best deals.

• Before you make any purchase, familiarize yourself with the store's refund policy. Can you return items for a full refund if you're not satisfied? What are the conditions that apply? For example, do the price tags have to be on the product? Is there a restocking fee, or in the case of Internet shopping, do you have to pay shipping and handling fees?

• Keep your receipts. Many merchants who accept returns will require you to present the original receipt before providing you with a refund. For Internet purchases, print records of your online transactions. Print and save the product description and price, the online receipt, and copies of every email you send or receive from the seller.

• Ask for gift receipts. If you don't want to provide a regular receipt to the recipient of your gift, a gift receipt will enable him or her to exchange or return the item anyway.

• Don't use or damage newly purchased products you intend to return for an exchange or refund.

• Read sale advertisements carefully. Some may say "quantities are limited," "no rain checks," or "not available at all stores." Before you step out the door, call ahead to make sure the merchant has the item you want in stock. If you're shopping for a popular or hard-to-find item, ask the merchant if he or she would be willing to hold the item until you can get to the store.

• Know exactly what you're buying. Read the seller's description of the product closely, especially the fine print. Words like "refurbished," "vintage," "closeout," "discontinued," or "off-brand" may indicate that a product is in less-than-mint condition. Some name-brand items with "too-good-to-be-true" prices may even be counterfeits.

• When making a purchase over the Internet:

  • Pay for items with a credit card. It offers you the most protection as a consumer. Don't send cash.

  • Use a secure browser. Look for an unbroken key or padlock at the bottom of your Web browser window to ensure that the transmission is protected. Buy only from Web vendors that protect your financial information when you order online.

  • Check the privacy policy. The company's privacy policy should let you know what personal information the company is collecting, why, and how the information is going to be used.

  • Know who you're dealing with. Confirm the online seller's physical address and phone number so you can contact them if you have questions or problems.

• Finally, if you're the victim of fraud, contact Consumer Affairs at 800-242-5846 (if you're calling from within the State of New Jersey) or 973-504-6200. Consumers may also e-mail Consumer Affairs at: askconsumeraffairs@lps.state.nj.us or visit its Web site at: www.njconsumeraffairs.gov.

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