Black Friday deals not all they seem, says consumer group Which?

Bargain hunters hoping to find a deal this Friday have been advised to be wary as a new report shows some prices are no different to normal.

The advice from Which? said 60% of last year’s Black Friday deals were cheaper, or the same, at other times in the year.

Photograph: Mairi Mulhern

For almost half of the price cuts analysed in the report, the consumer group found the price was less in the December following Black Friday last year.

Alex Neill, Which? managing director of home products and services, said: “Our research shows that although Black Friday can offer some great discounts, not all offers are as good as they seem.

“It’s easy to get swept along by hype and excitement on the day, so we recommend doing some preparation and research to help make sure you really are getting a good deal when shopping in the sales.”

The group’s advice is based on research into 35 popular tech products sold by the world’s largest retailers including Amazon, Currys PC World and Argos. The study was done over a year, starting 6 months prior to Black Friday 2016.

Consumers are predicted to spend £2.6bn this Friday on what has become one of the biggest days in the retail calendar in the last few years.

Currys PC World said it featured 4000 reduced products on Black Friday 2016 “with many items being their lowest ever price at that point in time”.


Photograph: Mairi Mulhern

An Amazon spokesperson said: “We offer many thousands of incredible deals around Black Friday representing millions of pounds of savings for our customers across a vast selection of products.”

As well as this an Argos spokesperson said: “Black Friday is a fantastic event which allows customers to choose from thousands of products which offer great value. This does not exclude these products from other sales or promotional activity at other times of the year.”

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