‘Just one in seven’ Black Friday deals are real discounts – as the worst offenders have revealed |  UK News

‘Just one in seven’ Black Friday deals are real discounts – as the worst offenders have revealed | UK News

Only one in seven Black Friday deals offer a real discount, according to new research from Which?.

The consumer champion analyzed 214 Black Friday deals last year from seven major home and tech retailers – Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very – looking at their daily prices during the six months preceding and following the day of the sale. (November 26, 2021).

He found that the majority of promotions (183 – or 86%) were cheaper or the same price in the six months leading up to sales. Of the offers, 209 (98%) were cheaper or the same price at other times of the year. None were cheaper on Black Friday alone.

With the mammoth sale event just 72 hours away, true discounts are rare, with Which? urging customers not to fall victim to the hype.

In one example, which one? researchers found a Zanussi ZHB62670XA chimney hood cost £239 on Black Friday in 2021 at John Lewis – a saving of £30.

But it had been at the same price since November 9 and was reduced to £160 for a fortnight in August. It only increased to £269 on October 13, meaning the so-called £30 saving didn’t exactly represent good value for money.

The Toshiba 43UL2163DBC TV was £279 on Very on Black Friday last year, with a claimed saving of £100. Who? found it had been £379 for just three days in the month before Black Friday.

It remained at £279 until December 22, 2021, when it dropped further to £275.

Questionable discounts from Amazon and Very

Even taking Cyber ​​Monday sales into account, which ones? found that 186 (87%) of the offers had a lower or equal price at another time.

Amazon and Very were the worst retailers overall for questionable discounts, with over 70% of products included in Which? cheaper at other times of the year compared to their Black Friday price.

When which one? spoke to retailers about his findings, all of them – except for Currys and Very, who didn’t respond – said Black Friday is a key time for deals, but just part of the effort aimed at providing savings throughout the year.

Therefore, consumers should not feel pressured to part with their money, as they may not realize real savings.

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Reena Sewraz, which one? retail editor, said: “Our research shows that finding a great deal on Black Friday is like looking for a needle in a haystack. It’s rarely the cheapest time to shop, and you’ll likely find the things you want are the same or cheaper as we head into Christmas, New Years and beyond.

“Retailers aren’t blind to the added pressures on people’s finances this year and will be keen to use Black Friday to attract people looking to get the most out of their money, so we should always expect deals. Our advice is to take the time to do some research if you want to find a real bargain.”

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