Black Friday deals: are they really a bargain?
Analysis by Which? shows that nearly nine in ten product prices were the same or cheaper earlier in year
Shoppers will be eager to bag themselves a pre-Christmas bargain in this week’s Black Friday sales - but are the deals really as good as they look?
Not according to newly published research by Which?, which warns that Black Friday “rarely offers genuine bargains”. The consumer group says analysis of 219 home and tech products advertised as “Black Friday deals” last year shows that 85% were the “same price or less before the day”.
A “miniscule” 1% - just three of the products - were cheaper on the big day than at any other point in the six months before and after.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
With this year’s event fast approaching, Which? is urging bargain hunters “to do their research”, Sky News reports. “That way you’ll know a genuine bargain when you see one,” said the consumer rights champion’s head of home products and services, Natalie Hitchins.
Here is how major retailers have responded to the investigation’s findings.
Amazon
“We seek to offer our customers great value thanks to low prices all year round as well as a number of fantastic seasonal deals events. Our Black Friday Sale is about thousands of deals on a huge selection of products from every category across the site, at a time of year when we know saving money is important to our customers. And the best thing about shopping online is that customers can easily compare prices, allowing them to make an informed purchase decision.”
AO.com
“We offer great deals for our customers all year. Last year’s Black Friday event had over 9,000 fantastic and fair offers for customers and we expect this year to be even bigger.”
Argos
“Our Black Friday event gives customers access to hundreds of products at their lowest ever price. They may also be part of sales and promotions we run the following year.”
John Lewis
“As a participating retailer in Black Friday, we offer hundreds of deals across technology, home, beauty and fashion. In addition to the variety of offers we have in store and online during the promotional period, our Never Knowingly Undersold price promise means that we continuously monitor and match the prices of our high-street competitors throughout the year. As such, we offer our customers the best value on the high street all year round, including during the Black Friday period.”
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Mike Starling is the former digital features editor at The Week. He started his career in 2001 in Gloucestershire as a sports reporter and sub-editor and has held various roles as a writer and editor at news, travel and B2B publications. He has spoken at a number of sports business conferences and also worked as a consultant creating sports travel content for tourism boards. International experience includes spells living and working in Dubai, UAE; Brisbane, Australia; and Beirut, Lebanon.
-
What the chancellor's pension megafund plans mean for your money
Rachel Reeves wants pension schemes to merge and back UK infrastructure – but is it putting your money at risk?
By Marc Shoffman, The Week UK Published
-
Why Māori are protesting in New Zealand
A controversial bill has ignited a 'flashpoint in race relations' as opponents claim it will undermine the rights of Indigenous people
By Richard Windsor, The Week UK Published
-
Crossword: November 21, 2024
The Week's daily crossword
By The Week Staff Published
-
Labour shortages: the ‘most urgent problem’ facing the UK economy right now
Speed Read Britain is currently in the grip of an ‘employment crisis’
By The Week Staff Published
-
Will the energy war hurt Europe more than Russia?
Speed Read European Commission proposes a total ban on Russian oil
By The Week Staff Published
-
Will Elon Musk manage to take over Twitter?
Speed Read The world’s richest man has launched a hostile takeover bid worth $43bn
By The Week Staff Last updated
-
Shoppers urged not to buy into dodgy Black Friday deals
Speed Read Consumer watchdog says better prices can be had on most of the so-called bargain offers
By The Week Staff Published
-
Consumer confidence boost raises Black Friday sales hopes
feature Economic optimism increases ahead of annual shopping spree
By The Week Staff Published
-
Ryanair: readying for departure from London
Speed Read Plans to delist Ryanair from the London Stock Exchange could spell ‘another blow’ to the ‘dwindling’ London market
By The Week Staff Published
-
Out of fashion: Asos ‘curse’ has struck again
Speed Read Share price tumbles following the departure of CEO Nick Beighton
By The Week Staff Published
-
Universal Music’s blockbuster listing: don’t stop me now…
Speed Read Investors are betting heavily that the ‘boom in music streaming’, which has transformed Universal’s fortunes, ‘still has a long way to go’
By The Week Staff Published