Retail experts are warning Black Friday shoppers to be cautious of deals to avoid being misled, as research reveals that many discounts may not be as good as they appear.
According to consumer group Which?, nine out of ten Black Friday deals are either cheaper or the same price at other times of the year. Sarah Johnson, director of merchandise consultancy Flourish Retail, explained to the BBC that some brands may inflate prices ahead of the sales to make discounts appear more significant.
In 2023, shoppers spent an estimated £13.3bn during Black Friday sales, but Johnson pointed out that regulations that once required retailers to maintain a price for 28 days before changing it no longer apply. This has allowed many brands to artificially raise prices before Black Friday, making discounts look larger than they truly are.
Which? researchers analyzed 227 products from eight major UK home and tech retailers during last year’s Black Friday sales period (20 November to 1 December). They found that some items were available at the same price or even cheaper at different times of the year.
One of the worst examples highlighted by Which? was a hairdryer offered in a Boots Black Friday deal for £18.99, advertised as being reduced from £49.99. However, the product had never been sold at that price at Boots in the previous 12 months. Boots responded by saying that their deals were reviewed and, in all cases, the items were priced lower during promotions or when price-matched against competitors.
Another example involved a John Lewis smartwatch advertised as being discounted to £294, with a £90 saving. However, Which? found that the smartwatch had never been sold for £384 in the previous year. John Lewis defended its pricing, noting that their reimagined “Never Knowingly Undersold” brand promise ensures customers receive good value by matching prices with 25 leading retailers.
Harry Rose, editor of Which? Magazine, urged retailers to stop using misleading pricing tactics, so consumers are not misled by false discounts. He advised shoppers to compare prices across multiple retailers and use websites that track product price histories to help identify real deals.
Tips to Avoid a Bad Deal on Black Friday:
- Be cautious of products priced too good to be true.
- Make a shopping list and stick to it to avoid impulse buys.
- Focus on fewer, higher-quality items rather than accumulating lots of cheaper deals to reduce waste and save money.
- Watch out for fake websites and ensure the URL belongs to the official brand.
- Be wary of posts from new social media accounts or links to recently created websites. You can use tools like who.is to check when a website was created.
- Always read reviews and buy from authorized sellers and official websites.
