Black Friday sales have been dominating the retail calendar for weeks, but many UK consumers are questioning whether the discounts are as good as they seem. According to a YouGov poll, more than a third of shoppers are less interested in Black Friday than they were two or three years ago, citing misleading discounts as the main reason. However, price tracking data suggests that Black Friday still offers better deals than the Boxing Day sales for many products.
A consumer writer tracked the prices of 50 bestselling products, including the Dyson Supersonic, Kindle Paperwhite, and Ninja Foodi Max Air Fryer, comparing Black Friday 2024 prices with those on 20 December 2024, when Boxing Day sales typically begin. The research found that 52 per cent of items were cheaper on Black Friday, 14 per cent were cheaper just before Christmas, and 34 per cent were the same price on both dates.
Tech and gaming products saw the biggest savings, with 52 per cent of gadgets being cheaper on Black Friday. Examples include the Ring doorbell (£54 at B&Q on Black Friday vs £67.99 during Boxing Day sales), Nintendo Switch OLED, and PS5 Slim. Senior tech critic Alex Lee noted, "As someone who tests new tech all year round, you really don't want to leave buying gadgets for the big day until the week before Christmas. After tracking prices over the years, I've seen how prices plummet during Black Friday, then shoot up the closer you get to the festivities."
For household items, 45 per cent were cheaper on Black Friday, but only one product – the Daewoo 700ml dehumidifier – was cheaper during Boxing Day sales. The Hotel Chocolat Velvetiser, for example, dropped to £74.99 on Black Friday before rising to £94.80 by 20 December. Beauty products fared similarly, with 54 per cent of items tracked being cheaper on Black Friday.
The data indicates that Black Friday is generally the best time to buy tech and many household items, but not all deals are genuine. Shoppers are advised to check price histories before purchasing and compare prices across multiple retailers to ensure they are getting a true discount.
