WINNIPEG - Fans or collectors scouring the web for Michael Jackson merchandise should heed this warning: if it looks too good to be true or the price is inflated, beat it.

The message comes from the Better Business Bureau of Manitoba, whose parent organization is urging people to be cautious if they buy Jackson memorabilia over the Internet.

Beware of scams and don't pay too much because the item may be worth a lot less than the asking price -- the value of most items is sentimental and the inflated prices will eventually plummet, the bureau says.

Websites such as Craigslist suggest users deal locally with people they can meet in person to avoid being taken.

"It's always buyer beware and don't be stupid," said Roman Panchyshyn, owner of Wild Planet Music on Osborne Street. "If it looks too good to be true, it is." Panchyshyn said he's sold almost all of what little Jackson merchandise he had in stock -- all but two key chains -- but is ordering official T-shirts and other things to keep up with the demand.

It's the same story at Into the Music, a record store on McDermot Avenue, which quickly sold its small supply of King of Pop albums or memorabilia.

Owner Greg Tonn said the store is ordering more vinyl copies of Thriller and other albums by Jackson.

Tonn suggests people looking to snap up a piece of the pop star buy from reputable retailers or online sellers.

"Be wary of spending a lot of money for something that's quite common," Tonn said. "Sometimes a spike in prices usually doesn't last for more than a couple of months and then prices start coming down."

Demand for Jackson collectibles surged following the entertainer's death last Thursday, and so did online listings by people who are looking to cash in.

Before Jackson's death, there was a daily average of 200 to 400 items for sale on EBay, but the morning after his death listings swelled to almost 20,000, according to BBB-provided statistics.

All over the Internet, items range from the enticing (autographs and white gloves) to the bizarre (a cheese puff which supposedly predicted the pop star's death and a towel Jackson allegedly used to wipe his brow).

Mass-produced commemorative items are not likely to appreciate in value, the bureau warns.

The BBB suggests people research an item to determine its value before they buy, confirm the authenticity, and buy with a credit card to improve your chances of getting a refund if the sale turns out to be a scam.