Black Friday deals may be 'even CHEAPER – before annual sales bonanza'

Black Friday deals may be 'even CHEAPER – before annual sales bonanza'

November 23, 2021

Black Friday deals are the same price – or even CHEAPER – before annual sales bonanza, consumer group claims

  •  Most Black Friday deals promoted on websites and stores are a myth, say expert
  •  Research on ‘bargains’ suggested 90% were no cheaper as part of the sales  Retail analysts are predicting a boom of £9billiom on Black Friday this week

Most of the Black Friday deals promoted across websites and stores are a myth, claim consumer experts.

Research looking at last year’s ‘bargains’ suggested nine in ten were no cheaper as part of the sales event.

Retail analysts are predicting a boom around Black Friday, at the end of this week, with spending totalling some £9billion.

Consumer champion Which? analysed 201 of last year’s deals at Amazon, AO, Argos, Currys, John Lewis and Richer Sounds. Some 184 of the products, including popular items such as TVs, were the same price or cheaper in the six months prior to Black Friday.

Retail analysts are predicting a boom around Black Friday, at the end of this week, with spending totalling some £9billion (File image)

At John Lewis, a Zanussi washing machine was cheaper on 88 different days before the event. 

Ele Clark, of Which?, said: ‘The vast majority of Black Friday deals are not as good as they appear to be, which is why it’s so important to do your research before diving in to the sales.’

The six retailers defended their deals and each said Black Friday represents one of the best times for customers to shop with them.

Researchers found that 32 ‘deals’ with Currys had been the same price or cheaper in the previous six months.

A Bush 100cm Dual Fuel Range Cooker was sold at Argos for £449.99, but it was actually the same price 66 times before and 19 times after Black Friday.

Currys said: ‘In 2020 over 98per cent of our Black Friday promoted products were equal to or at their cheapest price from the previous six months and 54per cent of our products were at their lowest ever price.

Research looking at last year’s ‘bargains’ suggested nine in ten were no cheaper as part of the sales event (File image)

‘Black Friday represents one of the best times for customers to shop with us over the year. With our unique price promise, we won’t be beaten on price.. Full stop. This applies even during the Black Friday period.’

John Lewis said: ‘We offer fantastic deals across technology, home, beauty and fashion – these are just some of the many promotions our customers can take advantage of throughout the year.’

Argos said: ‘We’re committed to offering our customers a wide range of products at great prices throughout the year and our Black Friday deals are no exception.’

Amazon said: ‘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 said: ‘Black Friday is the biggest opportunity to get genuine, great-value deals alongside our year-round price match guarantee.’

Out of the retailers analysed, Richer Sounds had the highest proportion of real deals – four out of 14.

A spokesman said: ‘Rest assured that all the deals that we sell are at the keenest prices possible at the time of the Black Friday ‘event’.’

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