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Two weeks until Black Friday: should you buy now or wait?

Which? reveals when big retailers from Amazon to John Lewis are starting their Black Friday sales

The countdown to Black Friday 2019 has started. 

The annual sales frenzy officially falls in two weeks’ time – on Friday, November 29.

It’s a tradition that originated in the USA, falling on the day after Thanksgiving. And over the past decade it has also become a key date in the UK retail calendar.

But do you really need to wait a fortnight before grabbing a bargain?

Black Friday sales dates 2019

While the concept of a one-day Black Friday sales rush grabs the headlines, the reality is most shops spread their discounts across a week or two. Here are some of the key dates this year:

  • Amazon: Black Friday sale from Friday 22 November to Friday 29 November plus Cyber Monday sale from Saturday 30 November to Monday 2 December
  • Argos: details not released yet
  • Boots: Wednesday 20 November to the first week of December
  • Currys PC World: launched first deals on Wednesday 13 November
  • Debenhams: Black Friday (29 November) to Friday, December 6
  • John Lewis: Friday 22 November to Tuesday 3 December
  • Sky: Friday 15 November to Friday 6 December

We’ll be updating our Black Friday advice guide with links to our expert deal round-ups as soon as they’re released. Bookmark the page now to make sure you’re in the know about the best deals as and when they’re announced.


The truth about Black Friday ‘deals’

While there are undoubtedly many deals on – and around – Black Friday, it’s not the only time of year you can grab an amazing discount.

In fact, Which? research has repeatedly shown that many products are actually cheaper at other times of the year, so you may not even need to wait at all.

Last year, our experts crunched hundreds of prices and found 87% of the Black Friday ‘deals’ we looked at were the same price or cheaper at other times of the year.

How to grab the best Black Friday deals

You can make sure you have the best chance of bagging a decent deal with a bit of preparation. Our researchers have analysed deals, crunched pricing data and tracked shops’ sales tactics to bring you expert advice on getting the best Black Friday deals.

From signing up to retailers’ newsletters and looking out for price-matching to knowing the life cycles of tech products and using your smartphone to check prices, we have everything you need to make the most of the sales.

What to beware of on Black Friday

While Black Friday can mean great bargains, the pressure it can put on shoppers also means it’s easy to get ripped off or even scammed.

Scammers can use the frenzy of big sales to strike with fake websites, identity theft and bogus ads.

Only shop on trusted websites and check payment processes are secure by looking for the padlock symbol in the address bar.

Double-check the URL: a common scam tactic is to switch one character in the website address (as most people won’t notice this), and take you to a dodgy website where you may become the victim of fraud.

Also, beware of scam emails that may appear similar to real ones, and only send electronic payments to people you trust.

**Updated on 18/11/19 to include Amazon’s Cyber Monday Sale dates

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