Which? reveals 87% of Black Friday bargains were cheaper earlier in year

Muriel Colon
November 21, 2018

Their research found 87% of the products were cheaper outside of the sales event which fell on Friday 24 November.

Best Buy Thanksgiving hours: With some of the best holiday sales offered this year, Best Buy will be open at 5 p.m. on Thanksgiving until 1 a.m. on Black Friday, reopening.

Almost nine out of 10 (87 per cent) of products on offer at some of the nation's largest retailers on Black Friday in 2017 were either less expensive or cost the same at other points in the year, consumer body Which? has revealed.

Alex Neill - Which? managing director of home products and services - said the results of their investigation "will disappoint many who are expecting nothing but bargains this Black Friday".

"While retailers are bombarding us with promises of great discounts and time-limited sales, it's clear that not all deals are as good as they might appear", she added.

"To bag a bargain, do your research and don't get carried away by the hype when shopping in the upcoming sales".

As soon as Apple reveals its Black Friday sale deals, we'll have them up on MobileSyrup. This does not exclude these products from other promotions'. And in recent years, retailers have expanded their Black Friday sales to cover the entire Thanksgiving weekend, gradually erasing the distinction between Black Friday and Cyber Monday. A John Lewis spokesman said its Never Knowingly Undersold pledge means it cuts prices to match competitors.

Black Friday started out in the United States where it is marked on the Friday after Thanksgiving. Retailers see around a 208 percent increase in revenue on that day as most North Dakota consumers take on the heavily crowded day to start their Christmas shopping early with a wide variety of deals.


The sales event came to the United Kingdom and started to gain momentum in the years between 2010 and 2013.

Amazon pricing is accurate as of the time of writing.

A 60-inch TV advertised by Amazon at £799 on Black Friday, for example, was £50 cheaper on at least 62 occasions after Black Friday and even dropped a further £150 at least four days at the end of December and beginning of January.

But researchers found the camera selling for £10 less at least 27 times in June and July 2017.

The NRF also says Black Friday and Small Business Saturday are the most profitable in-store shopping days of the year.

"Gone are the days when Black Friday simply meant checking the Sunday circulars to see which local retailers had the best deals", Consumer Reports noted in its shopping tips for 2018.

We found 26 products that were the same price or even cheaper both before and after Black Friday, so rushing out to buy them on the busy Black Friday weekend didn't have much advantage at all. Make sure you're prepared, and don't buy based on the claimed discount alone.

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