A major investigation by consumer champion Which? has delivered a stark warning to British shoppers about Black Friday deals, revealing that the vast majority of promoted discounts aren't actually the bargains they appear to be.
The Shocking Scale of Black Friday Pricing
The watchdog conducted an extensive analysis of 175 home, technology and health appliances from eight major retailers during the six months surrounding Black Friday 2024. Their findings were startling: 83% of products advertised as Black Friday deals were either the same price or even cheaper at other times throughout the year.
Which? examined pricing patterns at Amazon, AO, Argos, Boots, Currys, John Lewis, Richer Sounds, and Very. Perhaps most surprisingly, the research discovered that on Black Friday itself, not a single product was at its absolute cheapest price of the entire year.
Retailer Performance: Who Delivered Real Value?
The analysis revealed significant differences in pricing strategies between retailers. At John Lewis, an alarming 94% of analysed products were the same price or cheaper at other times. One particularly telling example was the Samsung Jet Bot Robot Vacuum Cleaner, priced at £350 on Black Friday but available for just £299 for 29 days during May and June.
Similarly, at Very, 93% of deals failed to offer genuine exclusivity, while AO saw 85% of its Black Friday promotions matched or beaten at other times. Amazon's Black Friday deals were cheaper or the same price in 88% of cases outside the sales period.
There were some brighter spots for consumers. Currys stood out by keeping its promise that no sale products would have been cheaper in the six months prior to Black Friday. Meanwhile, Richer Sounds performed best in the analysis, with only 55% of products found to be cheaper or the same price at other times.
Expert Advice for Savvy Shoppers
Reena Sewraz, Which? Retail editor, offered clear guidance to consumers: "Our research exposes the harsh truth: for the majority of shoppers, Black Friday is a false economy. Retailers are relying on hype and urgency to push products that are the same price, or even cheaper, at other times of the year."
The consumer advice is straightforward: don't feel rushed into Black Friday purchases. Competitive prices are likely to remain available throughout the Christmas period and into the January sales. Which? recommends taking your time, researching properly, and not being swayed by clever marketing tactics.
Retailers defended their approaches, with John Lewis emphasising the "unique breadth and volume of offers" during their Black Friday event. AO noted that Black Friday has evolved into a "month-long promotion" that gives customers opportunity to "snap up a deal ahead of Christmas."
The message from consumer experts is clear: while genuine bargains do exist, shoppers should approach Black Friday with caution and research prices thoroughly before committing to purchases.
