Press release
Only one in seven ‘deals’ worth buying on Black Friday, Which? finds
7 min read
Reena Sewraz, Which? Retail Editor, said: "Our research shows that finding a good deal on Black Friday is like looking for a needle in a haystack. It's rarely the cheapest time to shop and you'll probably find the things you want are the same price or cheaper as ntwe head towards Christmas, the New Year and beyond. "Retailers are not blind to the extra pressures on people's finances this year and will be keen to use Black Friday to attract people looking to get the most for their money, so we should still expect some deals. Our advice is to take the time to do some research if you want to find a genuine bargain." ENDS
Notes to editors:
- If you do want to avoid disappointment and potentially bag a bargain on Black Friday, you can see our expert pick of deals worth a look at our Black Friday Insider's Guide: which.co.uk/blackfriday.
- Which? reviews are different from the rest - all the products we review and recommend are put through rigorous independent lab tests. Which? tests harder so you can buy smarter. Find out more by visiting: which.co.uk.
Research Which? analysed the prices of 21 tech, home and personal products that were on offer on Black Friday last year, compared to their prices in the six months before and after.
Retailer | Count of products | Cheaper in 6 months before BF 2021 | Cheaper in 6 months after BF 2021 | % cheaper in 6 months before BF 2021 | % cheaper in 6 months after BF 2021 |
Amazon | 31 | 4 | 20 | 13% | 65% |
John Lewis | 57 | 9 | 22 | 16% | 39% |
Currys | 39 | 0 | 18 | 0% | 46% |
Argos | 17 | 0 | 4 | 0% | 24% |
Richer Sounds | 24 | 1 | 11 | 4% | 46% |
AO | 26 | 7 | 12 | 27% | 46% |
Very | 19 | 2 | 14 | 11% | 74% |
Retailer | Count of products | Cheaper or same price in 6 months before BF 2021 | Cheaper or same price in 6 months after BF 2021 | % cheaper or same price in 6 months before BF 2021 | % cheaper or same price in 6 months after BF 2021 |
Amazon | 31 | 23 | 27 | 74% | 87% |
John Lewis | 57 | 46 | 57 | 81% | 100% |
Currys | 39 | 37 | 39 | 95% | 100% |
Argos | 17 | 17 | 17 | 100% | 100% |
Richer Sounds | 24 | 20 | 23 | 83% | 96% |
AO | 26 | 25 | 26 | 96% | 100% |
Very | 19 | 14 | 19 | 74% | 100% |
Which?'s top tips for shopping in the Black Friday sales
Don't impulse buy - Work out what you need or want to buy and how much you're prepared to spend before you start shopping in the sales.
Don't panic - Don't worry about missing out on a good offer as our research has revealed that you could be better off waiting until after Black Friday anyway.
Do your research - Look at the price on previous days, using sites such as PriceRunner, to make sure you really are getting a good deal.
Be careful with reviews - It's always worth checking product reviews before choosing what to buy, but make sure you use a trusted source such as Which? to avoid being caught out by fake reviews.
Don't be afraid to hit the shops - As long as you have a data connection on your smartphone you can be in Currys and on Amazon at the same time. Having access to websites means you can reference prices to make sure you're getting the best deal in store.
Know your rights - For those buying in store, check the returns policy as these vary. Buying online gives consumers more rights: depending on the goods they buy, they usually have 14 days from the date of delivery to cancel an order and a further 14 days to return it for a refund.
Use Which? - Experts will be scrutinising the Black Friday sales to pick the deals that really are worth a look. Check Which? for a pick of the best bargains out there, as well as the duds to avoid.
RORS
Amazon An Amazon spokesperson said: "We seek to offer our customers great value thanks to low prices all year round as well as a number of fantastic seasonal deals events. Our Black Friday sale offers thousands of deals from every category across the site at a time of year when we know saving money is important to our customers."
AO An AO spokesperson said: "We're proud of our role over the last 20 years in driving down prices for customers. The internet is almost always the cheapest place to buy electricals and our over 350,000 4-star-plus Trustpilot reviews demonstrate it's also a better way to buy the category. Black Friday itself remains but one part of the many deals we offer customers through the year."
Argos An Argos spokesperson said, "We're committed to offering our customers a wide range of products at great prices throughout the year and our Black Friday deals are no exception."
John Lewis A John Lewis spokesperson said: "We have great offers all year round. The offers referred to in this research were as a result of our Never Knowingly Undersold price match pledge which applied until earlier this year, where we price matched high street competitors throughout the year. We retired Never Knowingly Undersold this August and are investing £500m - 25% higher than last year - so all our customers can benefit from great quality and value, whether they shop in store or online."
Richer Sounds A Richer Sounds spokesperson said: "We recognise that the rules around 'were' pricing can be unclear to consumers. In view of this, we have worked with Which? Consumers Association to develop our newly-launched Pricing charter. We believe that this will offer our customers real clarity and even greater peace of mind. "With regards to pricing after Black Friday, we can only set prices for Black Friday with the information we have at that time. Afterwards, manufacturers may have excess stock to shift, or other determining factors in the market means that some prices stay low and we're always delighted to be able to offer our customers an extended opportunity to get a saving. "We still honestly believe that Black Friday remains one of the key times of the year in the retail calendar where consumers can generally expect to pick up great deals."
About Which? Which? is the UK's consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We're the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we're not for profit and all for making consumers more powerful. The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at endorsementscheme@which.co.uk.