Michelle ThompsonRetail experts are urging Black Friday shoppers to be cautious in order to avoid falling victim to misleading deals. Research by consumer group Which? reveals that 90% of Black Friday offers are either the same price or cheaper at other times of the year.
Sarah Johnson, director at Flourish Retail, warned the BBC that some brands may inflate prices ahead of the sales to create the illusion of bigger discounts.
Originally a post-Thanksgiving event in the US, Black Friday now spans several weeks, with Cyber Monday contributing to substantial online sales. In 2023, shoppers spent an estimated £13.3bn during Black Friday, according to Which?.
Johnson explained that while previously, prices had to remain the same for 28 days before being changed, this is no longer required. As a result, some brands raise prices before Black Friday to advertise “larger discounts” that aren’t authentic.
Which? analyzed 227 products from major UK home and tech retailers during Black Friday 2023. Many of these items were available at the same or lower prices at other times of the year.
One notable example involved a hairdryer advertised at £18.99 during Boots’ Black Friday event, claimed to be discounted from £49.99. However, it had never been priced at £49.99 in the previous year.
Boots responded, stating that their prices were reviewed against competitors, with items being sold at lower prices during promotions. Which? also pointed out a John Lewis smartwatch deal, advertised as £294 with a £90 discount, even though it had never been priced at £384 in the past 12 months.
A John Lewis spokesperson emphasized the brand’s commitment to matching prices with leading retailers to ensure customers get good value.
Harry Rose, editor of Which? Magazine, called for retailers to stop using deceptive pricing tactics and advised shoppers to compare prices across multiple retailers and use websites that track price histories. This way, shoppers can ensure they are getting a genuine deal.
How to avoid a bad deal on Black Friday
- Be cautious of products priced too good to be true.
- Create a shopping list and stick to it to avoid impulse buys.
- Opt for fewer, higher-quality items instead of many lower-priced deals to reduce waste and save money.
- Watch out for fake websites by verifying that the URL is official.
- Be wary of posts from new social media accounts or links to recently launched websites. You can use tools like who.is to check the website’s creation date.
- Always read reviews and purchase only from authorized sellers or trusted websites.
