How to get the best price when shopping online

1. Use comparison sites to find the best deal

You probably know you should shop around to find the best price, and the good news is there are tools that can do the hard work for you – but there are also things you need to be aware of.

Price comparison sites such as Google Shopping, Price Runner and Price Spy will check prices (including delivery charges) on multiple websites. You can be as specific or as vague as you like: if you know the exact brand, model and colour you're after, you'll get very on-point results; while if you're at the beginning of a buying journey and just want an idea of prices, you can plug in much looser search terms.

It's worth checking multiple comparison sites, though, as previous Which? research has found that they sometimes display different prices for the same items at the same retailers.

2. Don't be duped by a 'was' price

It's natural to get excited when you see a big saving, but sometimes the 'was' price isn't all it seems.

Some retailers use anchor pricing – showing the original selling price contrasted with a much lower 'sale' price – which can make shoppers think they're getting a better deal than they really are.

When we looked at products on promotion across a range of retailers at the end of 2023, we found that for six in 10 of the 227 deals we looked at, the higher price had been in place less than half the time the product was available in the year before the promotion.

Questionable savings we found included:

• The Remington Shea Soft Hair Dryer at Boots – £18.99 on Black Friday, supposedly reduced from £49.99. But it had never been on sale at Boots for this higher price during the previous 12 months. 
• The Garmin Venu 2S smartwatch at John Lewis – £294 on Black Friday with a claimed previous price of £384. However, the highest price it was sold for during the previous 12 months was £349.99, and its price didn't go up to £384 in the following six months either. 

Also be aware that sometimes the higher price may be an RRP (recommended retailer price). This is suggested by the manufacturer and doesn't mean the retailer has ever actually sold the product at that price.

To check a product's pricing history, try using CamelCamelCamel for Amazon and Price Runner for wider market coverage.

3. Consider product seasonality

Some products follow a predictable seasonal pattern that means you're more likely to pick up a bargain at certain times of year than others.

For example, new TV models are usually released between April and July each year. When a model has just been released it'll be at its most expensive. If you wait until later in the year, the hype will have died down – along with the price. Or you could even wait until the new lines are released and pick up a previous year's model for a knockdown price.

Retailers also follow patterns. We previously found that John Lewis, for example, had more items starting on a promotion in November than any other month. And, of course, nearly all retailers offer plenty of discounts on Black Friday (at the end of November) and in the January sales.

4. Search for discount codes

Try Googling the name of the site you're buying from with the words 'discount code' and more often than not you'll find several websites claiming to offer codes that will save you a hefty saving with your chosen retailer. 

This can be a process of trial and error as the best codes tend to expire or only be valid for certain ranges from a retailer's website, but a discount code that works can mean you save a significant amount.

You simply copy the code and then paste it into the promotional code box when checking out on the website you're shopping with.

5. Join the mailing list

Retailers often offer a discount on your first purchase if you sign up to their mailing list.

You can always unsubscribe once you've got the code and made your purchase, or you could set up an email account or folder specifically for promotional emails that you don't particularly want to read. 

It can also be worth following your favourite brands on Facebook, Instagram, TikTok and X so that you're the first to find out when they're launching new sales – there might also be competitions you can enter to win free stuff.

6. Abandon your cart

When you're shopping online, create an account with the retailer and make sure you're signed in, then add what you like to your basket, go to the checkout, and leave the website without completing your order.

This is what marketing types call an 'abandoned cart'. It will sometimes trigger an email to be sent to you, often containing a discount code to tempt you into returning and completing your purchase.

7. Use click and collect

Some retailers add quite hefty delivery charges to online orders.

If there's a branch of your chosen retailer nearby, or they offer the option to click and collect from a local pickup point such as a convenience store or other shop, it will often save a few pounds on delivery. 

8. Earn as you spend 

Free-to-use cashback sites such as Quidco and Topcashback offer deals at more than 4,000 retailers.

Signing up could get you access to bigger discounts than you’ll find elsewhere, and cashback on your purchases to boot.

Another option is to use a cashback credit card or debit card which allow you to earn rewards on your spending.

9. Check if returns are free

Which? looked at the returns policies of the 20 biggest online fashion retailers in August 2024 and found that more than half do not offer free postal returns.

Those that didn't offer free returns charged between £1.99 and £3.99, but some do not make these fees clear in the checkout journey.

If you're ordering something you think you might need to send back, you could save money by picking a retailer that offers free returns. 

10. Don't base your decision on price alone

Here we've been telling you all about getting the best deal – but it would be a mistake to choose a product based on price alone.

Unless you're buying something where quality genuinely doesn't matter, it's always best to choose the product first and then find the best price, rather than the other way round.

Check reviews before you buy (just watch out for the fake ones), and go from there.

Which? reviews thousands of home, tech and baby products every year, so visit our site before you buy to be sure you're buying a product that will work and, importantly, last.

• Find out more: how to spot a fake review