A year-long investigation by consumer experts Which? has revealed that six out of ten Black Friday deals are not as good as they seem. The research tracked prices of 35 popular products on sale during Black Friday 2016 and found that many were cheaper or the same price at other times of the year.
Among the worst offenders were major retailers like Currys/PC World. A Neff Slide and Hide oven advertised at £494.99 on Black Friday was actually cheaper for at least 113 other days, costing £449.99 just three weeks later. A Samsung 55-inch Smart 4K Ultra HD curved TV, promoted as 'Save £400, now £849', was £50 cheaper on 29 occasions in December, January, and April.
Other products included the Fitbit Blaze, advertised at £139.99 with a claimed saving of £20, but it was £10 cheaper at least nine times in January. The Nutri Ninja BL450 blender was priced at £44.99 on Black Friday but had been £5 cheaper on 22 occasions in April and May. Beats Solo 2 wireless headphones were £169 on the day but £19 cheaper for at least two days in February.
Richard Headland, editor-in-chief of Which? Magazine, said: 'From a consumer point of view, it's obviously very frustrating. The one day on which you assume you're getting the best deal ever is that last Friday in November. We think it's misleading on the part of the retailers, who are happy to hype up the size of Black Friday discounts.'
Retailers argue that discounting products at other times does not invalidate Black Friday offers. However, the findings suggest shoppers should not assume Black Friday provides the best prices and should compare deals throughout the year.
