Nine in 10 Black Friday deals not any cheaper than the rest of the year

, Nine in 10 Black Friday deals not any cheaper than the rest of the year, The Evepost BBC News
, Nine in 10 Black Friday deals not any cheaper than the rest of the year, The Evepost BBC News

Black Friday shoppers face falling for false bargains this week, as nine in 10 “deals” offer no discount compared to other times of the year. 

The majority of items advertised at “slashed prices” at some of Britain’s largest retailers were available at the same price or even cheaper in the six months leading up to Black Friday than on the day itself, an investigation by consumer campaign group Which? found. 

This included deals at Amazon, AO, Argos, Currys, John Lewis and Richer Sounds. 

Popular items such as washing machines, soundbars and televisions were among those that had misleading markdowns on Black Friday. 

Just 17 of the 201 deals analysed offered true discounts during the shopping day last year. Only one item was at its cheapest price on Black Friday. 

Every “sale” item at Currys, the electronics retailer, had been the same price or even cheaper at some point in the six months before the November holiday, the research found. 

One of the worst offenders was John Lewis. Its worst deal was a Zanussi washing machine that was “discounted” to £309 on Black Friday yet customers could have bought it for £60 cheaper five months before and for a £20 markdown a month after. 

, Nine in 10 Black Friday deals not any cheaper than the rest of the year, The Evepost BBC News

One cooker sold by Argos for £449.99 was advertised as “down from £499” but was available at the same lower price 66 times before Black Friday and repeatedly after the date, suggesting no discount. 

Many people risk being caught out by impulse buying during the Black Friday shopping weekend. 

Ele Clark, of Which?, said: “The vast majority of Black Friday deals are not as good as they appear to be, which is why it’s so important to do your research before diving into the sales. 

“Take time to identify the products you really want and check that the ‘deal’ you’re seeing represents a genuine saving.”

Shoppers could be better off by waiting for prices to fall further, she added. 

For example, a £2,299 Samsung smart television that was reduced to £1,999 on Black Friday fell by another £200 within the next month to £1,799. It was cheaper on 136 occasions after the day, the Which? research found.