Black Friday Shoppers Cautioned Over Widespread 'Dud Deals'
A stark warning has been issued to UK consumers planning to bag a bargain this Black Friday, as a major investigation uncovers that the vast majority of promoted deals are not actually the best prices available. Consumer champion Which? found that eight out of ten products on offer were not at their cheapest during the Black Friday sales period. The analysis, which scrutinised 175 home, tech, and health appliances, delivers a sobering reality check for bargain hunters.
Which Retailers Had the Most Dud Deals?
The research, conducted across eight major UK retailers, revealed that a staggering 83 per cent of the products were either cheaper or available at the same price outside the four-week Black Friday window last year. The retailer with the highest proportion of questionable offers was John Lewis, where a massive 94 per cent of analysed products could be found for the same or a lower price at another time. Furthermore, 56 per cent of its products were actively cheaper elsewhere.
Other high-street and online giants also featured prominently on the list of retailers offering lacklustre deals:
- Very followed closely, with 93 per cent of its deals not being the best available price.
- Amazon was found to have 88 per cent of its analysed offers fall into the 'dud' category.
- AO and Argos also offered a high percentage of deals that weren't the cheapest, at 85 per cent and 79 per cent respectively.
How to Shop Smart This Black Friday
Which? highlighted a concerning tactic used by some retailers: inflating the Recommended Retail Prices (RRPs) to make the subsequent discounts seem more substantial and appealing than they truly are. This practice creates a false sense of urgency and value for shoppers. The consumer advice body strongly recommends that shoppers conduct thorough research before making any purchase and not be swayed by clever marketing or seemingly large percentage discounts.
In a more positive note, the investigation found that Richer Sounds performed comparatively better than its rivals, suggesting that genuine deals can be found, but they require careful identification. The overarching message for consumers is clear: approach Black Friday with a healthy dose of scepticism and arm yourself with price comparison tools to ensure you are getting a genuine bargain and not falling for a cleverly marketed 'dud deal'.
