An energy specialist has revealed a crucial Black Friday shopping strategy that could put hundreds of pounds back in consumers' pockets over the coming decade, challenging the common pursuit of the cheapest upfront price.
The Hidden Cost of Ignoring Energy Ratings
Dimitrios Stefanoglou, a sustainable innovation analyst at Utilita, warns that many shoppers are 'misguided' when hunting for bargains, often overlooking long-term running costs in favour of immediate savings. His analysis comes as research shows only 22% of Britons consistently consider energy ratings when purchasing major electrical goods.
Stefanoglou pinpointed four energy-intensive appliances commonly discounted during the sales: dishwashers, washing machines, tumble dryers, and 55-inch LED TVs. He demonstrated that the lifetime running cost difference between an 'E-rated' and a 'G-rated' television can reach an extra £124.
Substantial Long-Term Savings Revealed
The potential savings are significant across multiple categories. For instance, while an A-rated dishwasher might have a higher initial price tag of £429 compared to an E-rated model at £279, the energy savings over ten years could be almost double that price difference.
The case for heat pump tumble dryers is even more compelling. An A-rated version costing £429 versus an E-rated model at £329 could see the £100 price difference recouped in just two years, with owners saving a total of £451 over a decade.
Perhaps the most surprising finding concerns washing machines. A standard A-rated model actually costs £30 less than a less efficient alternative (£319 versus £349), before even accounting for the substantial energy savings during use.
Why Shoppers Overlook Efficiency
A survey of 2,000 adults, commissioned by Utilita, explored the reasons behind this oversight. It found that 37% of those who rarely check ratings assume all modern products are energy efficient anyway.
Meanwhile, 26% believe the efficiency difference isn't significant enough to warrant consideration, and 24% prefer to rely on a manufacturer's reputation rather than official ratings. Alarmingly, 31% of all participants admitted they weren't particularly knowledgeable about the energy rating system.
Despite this, consumer demand for clarity is strong, with 79% wanting energy ratings clearly displayed on all electrical goods, both in shops and online.
Mr Stefanoglou commented: 'Our energy efficiency study is designed to give consumers the information they need to bag the best Black Friday bargains that will continue to save them money over the next 10 years. The research shows many are under a misguided belief that energy efficiency is built into modern products.'
With 29% of people having purchased a dishwasher, 46% a washing machine, and 26% a tumble dryer during Black Friday sales in the past five years, these accumulating running costs represent a substantial national financial drain.
The survey also revealed that price is the ultimate persuader. Nearly half (49%) would choose a better-rated product if they were certain it would cut their energy bills, while 45% would be swayed by a noticeable difference in operating costs.
Half of all respondents confirmed they would rather buy an item that costs more initially but is cheaper to run long-term. This is supported by the fact that 21% of adults who have bought a large electrical item have regretted their purchase due to steep running costs.
However, changing shopping habits remains a challenge. According to OnePoll.com figures, only a quarter (26%) of Brits have ever filtered items by energy efficiency when shopping online, and 13% have never even noticed this option.
Stefanoglou concluded: 'It's clear that the savings energy efficiency can bring are a big priority for many – but retailers are still not answering this demand as well as they could be. Clearer ratings on every electrical product could make a big difference in our everyday lives.'
