Just 2% of Black Friday deals are at their cheapest price on the day of the annual sale, according to a new study.
Analysing 208 products on offer last year, consumer group Which? found that the vast majority — 98% of them — were available at the same price or cheaper within six months either side of Black Friday.
Which? also looked at an extended sales period to include offers on Cyber Monday, and still found that 86% of products were the same price or cheaper at other times of the year.
Amongst the examples included in the report was a Garmin smartwatch that was discounted on Amazon from £199 to £149 — but Which? found it had been on sale at a lower price two months before Black Friday, including a reduction to £114.99.
Meanwhile, Apple AirPods (2nd generation) wireless earbuds at both Argos and Currys were discounted from £139 to £119. However, they were offered at a cheaper price — ranging between £99 and £109 — every day between 25 May and 9 September.
It’s important for consumers to keep an eye on prices and shop around, said Ele Clark, Which? retail editor.
“Our research shows that you don’t need to feel pressured to splash out on Black Friday as it’s rarely the cheapest time to shop.
“Retailers are not unaware of the extra pressure on household finances this year and will be keen to use Black Friday to attract shoppers looking to get the most for their money.”
Clark added that there are some genuine bargains to be had, if you do your research and don’t panic buy.
“It’s worth comparing the price at multiple retailers and checking the product’s price history using a site such as PriceRunner or PriceSpy — that way you’ll know a good deal when you see one.”
