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Black Friday discounts frequently match earlier prices, study finds
Eight in ten Black Friday promotions in the UK were either cheaper or identically priced at other times of the year, according to research by consumer group Which?, raising questions about the authenticity of the annual shopping event's bargains.
The US-born retail phenomenon, now firmly established in British markets, continues to dominate post-Thanksgiving advertising-but experts warn that many advertised discounts may be illusory. Some retailers artificially inflate prices before the event, only to reduce them to previous levels during the sale, creating a false sense of savings.
How to verify genuine discounts
Price-tracking tools like PriceRunner and CamelCamelCamel allow shoppers to compare historical pricing. For instance, an Apple iPad tracked by PriceRunner dropped to £309 in October, rose to £391.99 by early November, then returned to £309 during Black Friday-mirroring its earlier low.
Consumer advocate Rebecca Wilcox emphasized the deceptive nature of such tactics: "It's not illegal, but it misleads buyers into believing they're securing a far better deal than they actually are."
AI tools streamline deal hunting
Retail analyst Natalie Berg suggests leveraging AI assistants like ChatGPT to narrow searches. "Instead of scouring multiple sites, you could prompt: 'Find the best Black Friday deals for a 10-year-old fan of Wicked,'" she explained on her podcast, Retail Disrupted.
Risks of waiting for deeper discounts
Which?'s analysis of 175 products found none reached their annual low on Black Friday itself. Retail expert Catherine Shuttleworth cautioned that delaying purchases could backfire: "Stock levels are tighter this year due to higher costs, so desired items may sell out."
Shuttleworth advises buying when satisfied with the price-and retaining receipts. Many retailers, including Currys and Argos, offer price-match guarantees or refunds if prices drop further within the return window.
Beyond big-ticket items
Kat Cereda of Which? noted that household staples-like quilted toilet paper and dishwasher tablets-often see significant markdowns. She recommends prioritizing necessities and checking brand websites directly for early access to sales.
Beware of scams and pressure tactics
Fraudsters exploit Black Friday urgency with fake websites and counterfeit goods. Jane Parsons of Citizens Advice urged caution: "If a deal seems implausibly good, pause. Verify the seller and avoid suspicious links."
The Competition and Markets Authority (CMA) warns against psychological triggers like "selling fast" or "only two left," which push impulsive buying. For purchases over £100, the CMA's Hayley Fletcher recommends credit cards for added fraud protection.
TikTok Shop's growing role
Platforms like TikTok Shop-hosting brands such as M&S and L'Oréal-now feature exclusive flash sales. Berg advises verifying seller accounts: "Check for blue ticks to avoid counterfeit risks."
Key takeaways for shoppers
- Track prices: Use tools to compare historical data before buying.
- Act decisively: Stock may not last, and deeper discounts are rare.
- Prioritize needs: Focus on essentials rather than impulse buys.
- Use credit cards: For purchases over £100 to ensure protection.
- Verify sellers: Especially on social commerce platforms.
