Most UK Black Friday ‘deals’ cheaper at other times of the year, says consumer group

Shoppers are being warned to do their research before Black Friday after it emerged that nearly nine in 10 “deals” available last year were even cheaper at other times.

Consumer group Which? tracked the prices of 94 popular products, including televisions, cameras and fitness trackers, on offer over Black Friday 2017 from six months before until six months afterwards. It found 87 per cent of the items were cheaper at other times of year and nearly half were cheaper in the six months after Black Friday.

“The results of our investigation will disappoint many who are expecting nothing but bargains this Black Friday,” said Alex Neill, managing director of home products and services at Which? “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.”

Black Friday, a day of pre-Christmas discounting borrowed from the US, is officially on November 23, but several major retailers including Amazon, Argos and Currys PC World have already begun their sales campaigns. Although some chains, including Marks & Spencer and Asda, have stepped down their involvement in recent years, Black Friday has become a near fortnight-long £10 billion (US$12.8 billion) shopping extravaganza, largely online.