Only one in seven Black Friday offers supply a real low cost and the overwhelming majority of promotions are cheaper or the identical value within the six months earlier than the gross sales occasion, a examine has discovered.
Which? analysed 214 Black Friday offers final 12 months throughout seven main retailers – Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very – their costs on daily basis within the six months earlier than and after final 12 months’s occasion on November 26.
The watchdog discovered 183 (86%) had been cheaper or the identical as their Black Friday value within the six months earlier than the occasion and 209 (98%) had been cheaper or the identical value at different occasions within the 12 months.
None was cheaper on Black Friday alone.
Which? concluded that though there have been some offers available on Black Friday, real reductions had been “typically few and much between”.
Forward of this 12 months’s Black Friday on November 25, Which? urged customers to not “fall for the hype” with out fastidiously analyzing whether or not objects had been actually value shopping for and that the “discounted” value supplied a real saving.
In a single instance, Which? discovered a Zanussi ZHB62670XA chimney cooker hood was £239 on Black Friday in 2021 at John Lewis, with a £30 saving, however had been the identical value since November 9 and was decreased to £160 for a fortnight in August.
It solely elevated to £269 on October 13, that means that the so-called £30 saving didn’t quantity to a worthwhile deal.
Additionally at John Lewis, Which? discovered a Bosch KIR81VSF0G fridge for £869 that dropped in value by £20 lower than per week later. It stayed on the cheaper price on daily basis till February 23 this 12 months.
A Leisure KIR81VSF0G freestanding electrical vary cooker price £969 at AO on Black Friday final 12 months with a £30 saving. Nevertheless, it remained at this value till December 23, when it dropped additional. Which? discovered that it didn’t return to above the pre-Black Friday value till February.
Very supplied a Toshiba 43UL2163DBC TV for £279 on Black Friday final 12 months, with a claimed £100 saving. Nevertheless, Which? discovered it had price £379 for simply three days within the month earlier than Black Friday. It stayed at £279 till December 22, when it dropped additional to £275.
Even when together with reductions utilized within the two weeks round Black Friday, Which? discovered that 186 (87%) of the offers had a decrease or equal value at one other time.
The watchdog named Amazon and Very because the “worst retailers total for doubtful reductions”, with greater than 70% of merchandise included in Which?’s evaluation cheaper at different occasions of the 12 months in comparison with their Black Friday value.
Which? retail editor Reena Sewraz mentioned: “Our analysis reveals that discovering deal on Black Friday is like in search of a needle in a haystack.
“It’s hardly ever the most affordable time to buy and also you’ll most likely discover the stuff you need are the identical value or cheaper as we head in the direction of Christmas, the New Yr and past.
“Retailers will not be blind to the additional pressures on individuals’s funds this 12 months and will likely be eager to make use of Black Friday to draw individuals seeking to get probably the most for his or her cash, so we should always nonetheless count on some offers. Our recommendation is to take the time to perform a little research if you wish to discover a real discount.”
An AO spokesman mentioned: “The web is nearly at all times the most affordable place to purchase electricals and our over 350,000 four-star-plus Trustpilot evaluations reveal it’s additionally a greater means to purchase the class. Black Friday itself stays however one a part of the various offers we provide clients by way of the 12 months.”
A John Lewis spokeswoman mentioned: “The provides referred to on this analysis had been because of our By no means Knowingly Undersold value match pledge which utilized till earlier this 12 months, the place we value matched excessive avenue opponents all year long.
“We retired By no means Knowingly Undersold this August and are investing £500 million – 25% larger than final 12 months – so all our clients can profit from nice high quality and worth, whether or not they store in retailer or on-line.”
Argos mentioned: “We’re dedicated to providing our clients a variety of merchandise at nice costs all year long and our Black Friday offers are not any exception.”
An Amazon spokesman mentioned: “We search to supply our clients nice worth because of low costs all 12 months spherical in addition to a lot of improbable seasonal offers occasions.
“Our Black Friday sale provides 1000’s of offers from each class throughout the location at a time of 12 months once we know saving cash is essential to our clients.”
Richer Sounds chief government Julie Abraham mentioned: “Black Friday is now an occasion that takes up the vast majority of November. For his or her analysis, Which? used simply the one day of Black Friday as the idea for his or her value comparability. Our Black Friday Occasion costs can be found for patrons from early November, so it’s inevitable that some costs in contrast can have been the identical within the days previous Black Friday.
“As regards to pricing after Black Friday, we will solely set costs for Black Friday with the knowledge we now have at the moment. Afterwards, producers might have extra inventory to shift, or different figuring out elements available in the market signifies that some costs keep low and we’re at all times delighted to have the ability to supply our clients an prolonged alternative to get a saving.”