BusinessOnly one in seven Black Friday ‘bargains’ offers a...

Only one in seven Black Friday ‘bargains’ offers a genuine discount


Just one in seven offers on Black Friday gives a real low cost, with the overwhelming majority of promotions cheaper or the identical worth within the six months earlier than the gross sales occasion, an investigation has discovered.

The buyer group Which? monitored greater than 200 Black Friday promotions final yr at seven main retailers – Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very – taking a look at their costs daily within the six months earlier than and after Black Friday.

It discovered that 86 per cent of the offers have been really cheaper than or the identical as their Black Friday worth within the six months earlier than the gross sales occasion and 98 per cent have been cheaper or the identical worth at different occasions of the yr. None was cheaper on Black Friday alone.

The buyer group mentioned discovering deal on Black Friday was like “in search of a needle in a haystack” and urged consumers “to not fall for the hype”.

Its analysis is well timed as a result of one other research printed final week steered that Britons meant to spend extra over the Black Friday weekend than in earlier years, as a result of they have been so determined to search out bargains earlier than Christmas.

In a single instance highlighted by Which?, a Zanussi chimney cooker hood was £239 on Black Friday in 2021 at John Lewis, with a £30 saving. However it had been the identical worth since November 9, and had been £160 for a fortnight in August.

Which? additionally discovered a Bosch fridge promoted as a Black Friday deal at John Lewis for £869, just for the product to be diminished by £20 lower than per week later. It stayed on the cheaper price till February 23 this yr.

Elsewhere, the buyer group discovered {that a} Toshiba TV promoted at £279 by Very on Black Friday final yr, with a claimed £100 saving, had been £379 for simply three days the month earlier than. Then, proper earlier than Christmas, the worth dropped additional, to £275.

Which? mentioned that Amazon and Very have been the worst retailers general for doubtful reductions.

Reena Sewraz, its retail editor, mentioned: “Our analysis exhibits that discovering deal on Black Friday is like in search of a needle in a haystack. It’s hardly ever the most affordable time to buy and also you’ll most likely discover the belongings you need are the identical worth or cheaper as we head in the direction of Christmas, the New 12 months and past.

“Retailers are usually not blind to the additional pressures on individuals’s funds this yr and will likely be eager to make use of Black Friday to draw individuals seeking to get probably the most for his or her cash, so we must always nonetheless count on some offers. Our recommendation is to take the time to perform a little research if you wish to discover a real discount.”

A spokesman for John Lewis mentioned: “We have now nice gives all yr spherical. The gives referred to on this analysis have been because of our By no means Knowingly Undersold worth match pledge, which utilized till earlier this yr, the place we worth matched excessive avenue opponents all year long. We retired By no means Knowingly Undersold this August and are investing £500 million — 25 per cent increased than final yr — so all our clients can profit from nice high quality and worth, whether or not they store in retailer or on-line.”

Amazon mentioned: “We search to supply our clients nice worth due to low costs all yr spherical in addition to numerous implausible seasonal offers occasions. Our Black Friday sale gives 1000’s of offers from each class throughout the location at a time of yr after we know saving cash is vital to our clients.”

Very didn’t reply to the request to remark.

Black Friday is on November 25 this yr. The gross sales occasion is an import from America, and falls on the day after Thanksgiving.


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