A new investigation has revealed that nearly 90 per cent of Black Friday deals can be found at cheaper or same prices at other times of the year.
Consumer lobbyists at Which? based their investigation on last year’s Black Friday deals and warned shoppers to do their research before hitting the sales and to not feel pressured to buy something during the sales event.
Which? tracked the prices of 94 popular products, including TVs, cameras and fitness trackers, that were on offer over Black Friday 2017, from six months before until six months afterwards.
It found that an overwhelming majority – 87 per cent – of products were cheaper at other times of the year.
The investigation also analysed deals at leading retailers Currys PC World, Amazon, John Lewis and Argos, finding that 46 per cent of products on offer were sold for less in the six months after Black Friday.
When looking at the two-week period surrounding Black Friday itself, Which? said 76 per cent of products were cheaper or the same price at other times in the year, and 74 per cent could be picked up for the same price or less in the six months after.
For example, Which? said an LG 60” 4K TV that was advertised at £799 by Amazon on Black Friday was £50 cheaper on at least 62 occasions after Black Friday and even dropped a further £150 for at least four days at the end of December and beginning of January.
Which? hone products managing director Alex Neill said: “The results of our investigation will disappoint many who are expecting nothing but bargains this Black Friday.
“While retailers are bombarding us with promises of great discounts and time-limited sales, it’s clear that not all deals are as good as they might appear.
“To bag a bargain, do your research and don’t get carried away by the hype when shopping in the upcoming sales.”