Black Friday, which falls on 29 November this year, has become a British autumn staple, with sales up 7.3% year on year. More than half of shoppers now rely on discounts due to the cost of living crisis, according to Mintel. However, the irony of sales is that shoppers often spend money on items they don't need. To win the game, you must know what you want and whether it's a real bargain.
Experts advise going into Black Friday with a clear list of desired products, such as specific kitchen appliances or gadgets, after reading reviews and checking specs. Setting a budget based on your recent income and outgoings is crucial, as cheap items add up quickly. A half-price sticker does not make a product a must-have; if you didn't want it anyway, you haven't saved 50%, you've wasted 100%.
Price comparison tools like PriceRunner, Google Shopping, and Idealo can help you find the best price across retailers. For checking price history, CamelCamelCamel works exclusively with Amazon and offers the free browser extension the Camelizer, which reveals price graphs and averages. Alertr covers hundreds of retailers but requires sign-in. These tools are vital because many stores use the recommended retail price (RRP) as a discount benchmark, which few charge in full.
Be wary of artificial price hikes before Black Friday. For example, on 31 October, John Lewis listed a Henry Hetty vacuum cleaner as “down £30” to £140, but it was cheaper at AO (£135) and Currys (£129). Setting price alerts on apps like PriceRunner can notify you when desired products fall to genuine bargain prices. The Advertising Standards Authority requires retailers to justify discount claims, so checking price history is essential to avoid being misled.
