The wooden puzzle company that’s perpetually “closing down” has left a trail of frustrated customers and broken pieces across the internet
In the booming online puzzle market, one name has generated both fascination and frustration among consumers: PuzzlesUp. With its eye-catching wooden puzzles, dramatic discounts of up to 91% off, and a perpetual “store closing” countdown timer that never seems to reach zero, this e-commerce operation has all the hallmarks of a modern digital marketing phenomenon. But behind the polished website and calculated urgency lies a more complex reality that thousands of consumers have discovered only after clicking “purchase.”
The Never-Ending Going Out of Business Sale
PuzzlesUp’s primary marketing strategy revolves around an apparently urgent situation: they’re closing shop and liquidating inventory at rock-bottom prices. The website prominently displays a countdown timer — typically showing less than 24 hours remaining — alongside messaging like “STORE CLOSING” and “LAST CHANCE” emblazoned across product listings.
“It is with a heavy heart that I announce the permanent closure of my Wooden Puzzles Store,” reads their website messaging, suggesting a small business owner reluctantly shuttering their passion project.
But this farewell tour has been running for years. Reddit threads dating back to 2023 and continuing into 2025 show consumers noting the same closing sale messaging:
“I’ve seen that they’re going out of business before & that was a little less than a year ago… definitely has to be a sales pitch,” wrote one Reddit user in mid-2023.
Another commented more recently: “Still going out of business 4 months later, so I’d say yes, it’s a scam.”
This tactic, known as “false urgency marketing,” creates artificial time pressure to drive immediate purchasing decisions before consumers can adequately research the company or comparison shop.
From Hong Kong to Your Doorstep (Eventually)
Despite marketing language suggesting a small, artisanal puzzle maker closing shop, PuzzlesUp’s business structure tells a different story. The company lists its official address as “Unit, 17/F, Glenealy Tower, No.1 Glenealy, Central, Hong Kong S.A.R” and appears to operate as a dropshipping business model.
Dropshipping – where a retailer doesn’t hold inventory but transfers customer orders to a manufacturer or wholesaler who ships directly to the customer – isn’t inherently problematic. However, PuzzlesUp’s implementation has resulted in significant delivery issues:
- Extended shipping times (typically 3-6 weeks)
- Packages shipped from China or Singapore with minimal tracking
- Delivery status updates that don’t match reality
- Broken communication chains between the company, shipping carriers, and customers
One customer, Michael-Constance Gall-Hale, reported on Facebook in March 2025: “I ordered my five on January 27th and just looked it up again. It gave me an estimated delivery time of April 4-5, 2022!” This puzzling date discrepancy highlights the automated, impersonal nature of the operation.
Other customers report receiving notifications that packages were delivered when they weren’t, or that shipments were rejected by USPS for insufficient postage – a common issue with international drop-shipping operations attempting to minimize costs.
PuzzlesUp Quality Control: A Puzzle Missing Pieces
For the customers who eventually receive their orders, quality issues have emerged as another significant concern. The puzzles, advertised as premium wooden products with “precision laser cutting” and “unique whimsy pieces,” often fall short of expectations.
Michael Koser described his experience on Facebook: “I’m very disappointed in the quality control of their product. There were so many pieces that were broken in so many different ways. I had to keep a bottle of superglue throughout the entire puzzle build.”
Multiple Reddit users noted another unexpected design issue: unlike traditional puzzles where pieces “click” together securely, many PuzzlesUp puzzles merely “push” together, making them easily disrupted during assembly:
“The puzzle is nice looking but since it is not a traditional puzzle (many pieces are just pushed together, not clickable) so it literally just falls apart if you try to move it,” explained one customer.
Another discovery made by savvy shoppers is that identical or similar puzzles can be found on international marketplaces like Temu at significantly lower prices, suggesting that PuzzlesUp is applying substantial markups to mass-produced items:
“We ordered a bunch of them… We then realized that Temu sold almost everything we ordered for cheaper than we paid for it after the ‘going out of business’ discount.”
Customer Service: The Echo Chamber
When delivery and quality issues arise, customers naturally seek support. PuzzlesUp’s approach to customer service follows a consistent pattern:
- Public deflection: On social media, the company responds to complaints with standardized messages directing customers to email [email protected]
- Automated responses: Initial email responses are typically automated with promises to respond “within 12-24 hours”
- Limited follow-through: Many customers report receiving no substantive response beyond this initial acknowledgment
- Delay tactics: Those who do receive responses often get generic messages asking for patience
Tricia Danell Basil summarized her experience on Facebook: “I’ve emailed them numerous times, and I’ve only received two responses. In one, they made the ridiculous suggestion that I contact my country’s customs department and ask what the hold up is.”
This approach effectively moves complaints from public view to private channels where the company can manage (or ignore) them with less scrutiny, while maintaining a responsive appearance on their social media presence.
The Price Illusion: 91% Off… Of What?
Perhaps the most psychologically powerful aspect of PuzzlesUp’s marketing is its extreme discount claims. Products are typically shown with:
- “Original” prices around $42 USD
- “Sale” prices between $2.99-$10.80 USD
- Resulting in advertised discounts of 74%-91%
These dramatic markdowns create a powerful perception of value, but raise questions about the legitimacy of the original pricing. No evidence suggests these products were ever consistently sold at the “original” prices listed, a practice that would constitute deceptive pricing in many jurisdictions.
One Reddit user who ordered from both PuzzlesUp and Temu concluded: “After figuring out the difference we paid, it was minimal to give them a small profit and still feel good… but just go order from Temu. Going to take the same amount of time to receive it also.”
Not Quite a Scam, But Far From Transparent
Despite the numerous red flags, PuzzlesUp doesn’t fit the definition of a pure scam. Most customers eventually receive products, albeit after significant delays and often with quality issues. The items delivered generally match the images shown, though with lower quality than implied.
Instead, PuzzlesUp operates in the gray area of e-commerce – using deceptive marketing tactics, misleading pricing, artificial urgency, and poor customer service while still technically fulfilling most orders.
This approach maximizes short-term profits while sacrificing customer satisfaction and repeat business – a strategy that works only with a constant influx of new, uninformed customers drawn in by social media advertising and dramatic discounts.
“Not technically a scam,” concluded one Reddit user. “I almost didn’t want to reply this because I kind of respect them being so clever.”
Protecting Yourself From Similar Operations
PuzzlesUp is far from unique in the e-commerce landscape. Similar operations abound across various product categories, from fashion to home goods. Consumers can protect themselves by:
- Researching before purchasing: A quick search for “[Company Name] complaints” or “[Company Name] reviews” can reveal patterns of customer experiences
- Being skeptical of extreme discounts: Legitimate sales rarely exceed 50-60% off, and “90% off” claims should trigger immediate skepticism
- Checking company information: Legitimate businesses provide clear, consistent information about their location and operations
- Using protected payment methods: Credit cards offer more consumer protection than debit cards or direct transfers
- Looking for transparency: Honest companies are upfront about shipping times, origins, and potential delays
In the case of PuzzlesUp specifically, customers should recognize that while they may eventually receive their puzzles, they should expect significant delays, potential quality issues, and limited customer support.
As one satisfied but realistic customer concluded on Reddit: “I would order from them again. It was definitely not a scam. I got what I paid for and am happy… [but] it took 15 [days]. They did seem to ship within the 3-4 days and the tracking number never really worked but I think they came from China.”
For puzzle enthusiasts seeking both quality and reliability, established specialty retailers or even major marketplaces like Temu (where many of these puzzles appear to originate) may offer better value and more transparent shopping experiences than PuzzlesUp’s never-ending going-out-of-business extravaganza.
