BLACK Friday is just days away, but shoppers are being warned to take the offers "with a pinch of salt" as you might not get the best price.
Just 2% of discounted Black Friday deals were at their cheapest price on the day of the sales event last year, according to Which?.
The consumer group warned that the vast majority of deals were cheaper, or the same price, at other times.
This year, Black Friday will take place on November 24, followed by Cyber Monday on November 27, though many deals have already started early.
Which? analysed 208 Black Friday deals last year at eight major home and technology retailers – Amazon, AO, Argos, Boots, Currys, John Lewis, Richer Sounds and Very – looking at their prices every day in the six months before and after the sale day on November 25.
It found just five of the deals were at their cheapest on Black Friday itself.
Black Friday sales often begin earlier in November and continue after the sale day itself, so Which? also extended the sales period to include November 18 until December 2, taking in Cyber Monday.
It still found that 86% of products were the same price or cheaper at other times of the year.
Cyber Monday is a day when retailers slash their prices online for a final 24 hours.
At Argos, three quarters (75%) of products that were on offer on Black Friday and included in Which?'s analysis were cheaper at other times of the year – the highest proportion for any of the retailers included in the study.
The vast majority of products at Argos were TVs, which typically drop in price after new models are launched in the spring.
Which? urged shoppers not to feel pressured into making purchases on Black Friday but to take time to make sure a product was good quality and on sale at a price that genuinely offered value for money.
Ele Clark, Which? retail editor, said: "Retailers are not unaware of the extra pressure on household finances this year and will be keen to use Black Friday to attract shoppers looking to get the most for their money.
How do I find the best Black Friday deals?
Black Friday was originally the annual US-only shopping date that coincided with Thanksgiving celebrations.
Fast-forward to 2023, and it is now a global affair that sees tens of thousands of brands and retailers taking part.
But there are plenty of scams to keep a watchful eye out for.
Also, even if it seems like a huge deal, you should check what the price of the item was a few weeks before to be sure.
During the sales, online shoppers can maximise their savings by signing up to a cashback site.
Sites like TopCashback.co.uk are free to join and offer money back on purchases made at hundreds of retailers, across all categories.
Also knowing exactly what you want to buy and doing a bit of research beforehand can also make all the difference.
Here are some shopping tips to help you nab the biggest discounts come November 24.
- Avoid impulse buys and make a list of what you want and need to buy during Black Friday and stick with it!
- Check the RRP of items you're interested in a few weeks before the sales start to compare discounts when they launch.
- Compare prices of items between retailers as you may find it cheaper elsewhere and save yourself some extra cash.
- Use websites such as PriceRunner to check the cost of coveted items previously.
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