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As Black Friday approaches, shoppers in the UK find themselves inundated with emails and adverts promoting sales. Originally a US tradition following Thanksgiving, this event has now been fully embraced by UK retailers. What started as a one-day sale has expanded into a period spanning several weeks before and after the official date. Yet, research by consumer group Which? reveals that about 80% of deals advertised during this time are actually priced at the same level or even lower at other points during the year. This means consumers might not need to wait for Black Friday to secure a bargain.
One common tactic used by some retailers is inflating prices in the weeks leading up to Black Friday and then lowering them to the original price during the sale, giving the impression of significant discounts. Tools such as PriceRunner and CamelCamelCamel allow shoppers to track historical prices and assess the authenticity of these deals. For example, PriceRunner data shows that the cheapest Apple iPad was £309 on 19 October, rose to nearly £392 by 10 November, and then dropped back to £309 when Black Friday sales began on 21 November. Rebecca Wilcox, a consumer champion, explains to Morning Live that although this pricing strategy is not illegal, it can easily mislead buyers about the true value of the discounts. Retail analyst Natalie Berg suggests using AI, like ChatGPT, to quickly find relevant deals without combing through numerous websites.
Many consumers hesitate to purchase items early, hoping prices will fall on Black Friday itself. However, Which? tracked 175 products and found none were at their lowest price of the year on Black Friday. Retail analyst Catherine Shuttleworth warns of the risk in waiting, as desired products might sell out, especially with the higher costs retailers face this year reducing excess stock. She advises that when you find what you want at a price you’re comfortable with, you should buy it and keep the receipt. Some retailers, such as Currys and Argos, offer guarantees to refund any price difference if the item becomes cheaper during their Black Friday period. If you spot a lower price within the return window, you could return your original purchase and buy it again at the reduced cost.
It’s important to consider everyday essentials when shopping these sales, not just big-ticket items. Items like quilted toilet paper and dishwasher tablets often see substantial reductions, according to Kat Cereda from Which? Shopping wisely starts with deciding on your actual needs and, for specific brands, checking their websites or joining mailing lists for early sale access. Berg notes that technology helps retailers offer real-time rewards to targeted customers. Consumers are cautioned against falling for pressure tactics like “only two left in stock,” which can prompt unnecessary impulse buys. For purchases exceeding £100, it is recommended to use a credit card, as Hayley Fletcher from the Competition and Markets Authority points out that credit card payments come with legal protections such as refunds if the company ceases trading or the product is faulty.
Finally, shoppers should remain cautious about rushing into purchases during such busy sales events, as scams tend to increase around Black Friday. Fraudulent websites and counterfeit products often appear, promoted as limited-time deals. Jane Parsons of Citizens Advice advises, “If something seems too good to be true or doesn’t feel right, it might be a scam. Don’t rush your purchase. Research the company you’re buying from and be wary of suspicious web links.” This year, TikTok Shop has emerged as a popular platform for Black Friday offers, featuring brands like M&S, L’Oréal, and Rituals selling directly on the app. Retail analyst Natalie Berg recommends verifying seller accounts on such platforms to ensure authenticity before buying
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