Vast majority of Black Friday ‘deals’ cheaper or same price at other times

Which? tracked the prices of 94 popular products, including TVs, cameras and fitness trackers, that were on offer over Black Friday 2017, from six months before until six months afterwards. An overwhelming majority (87 per cent) of products were cheaper at other times of the year, bringing into question the true value of Black Friday.

The investigation analysed deals at leading retailers Currys PC World, Amazon, John Lewis and Argos, finding that almost half (46 per cent) of products on offer were sold for less in the six months following Black Friday (Dec 2017 to May 2018). Which? is now urging shoppers not to feel pressured into making a purchase on 23rd November.

When looking at the two-week period surrounding Black Friday itself, Which? found that three-quarters (76 per cent) of products were cheaper or the same price at other times in the year, and 74% could be picked up for the same price or less in the six months after.

Alex Neill, Which? Managing Director of Home Products and Services, said: “The results of our investigation will disappoint many who are expecting nothing but bargains this Black Friday.

“While retailers are bombarding us with promises of great discounts and time-limited sales, it’s clear that not all deals are as good as they might appear. To bag a bargain, do your research and don’t get carried away by the hype when shopping in the upcoming sales.”