According to the research, Amazon and Very were considered the worst offenders
Only every seventh Black Friday offer offers real discounts. consumer group found.
The vast majority of promotions can be found cheaper or at the same price in the six months leading up to the sales extravaganza, it noted.
The? analyzed 214 Black Friday deals at seven major home and technology retailers last year: Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very. Their prices were checked every day for the six months before and after the day of sale, which fell on November 26, 2021.
Of the deals analyzed, which ones? found that 183 (86 percent) were actually cheaper or the same as their Black Friday price in the six months leading up to the sales event, and 209 (98 percent) were cheaper or the same at other times of the year. On Black Friday alone, no one was cheaper.
The? found that while some deals are available, real discounts are few and far between.
Ahead of this Friday’s sales event, it urged customers not to fall for the hype without carefully evaluating whether the “discounted” price represented a real savings.
Even if discounts are taken into account in the two weeks leading up to the big day – to account for Cyber Monday sales after Black Friday – which ones? found that 186 (87 percent) deals had a lower or equal price at another point in time.
Amazon and Very performed worst overall on dubious discounts, with more than 70 percent of the products included in the analysis being cheaper at other times of the year.
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 likely find that the things you want are for the same price or cheaper as we head into Christmas, the New Year and beyond.
“Retailers aren’t blind to the added pressure on people’s finances this year and are keen to use Black Friday to attract people looking to get the best bang for their buck, so we should still expect some deals. Our advice is to take the time to do some research if you want to get a real bargain.”
Retailers who have responded to the report said Black Friday is a key time for business, but that it is also part of an effort to offer discounts throughout the year.