NINE in 10 Black Friday 'deals' from shops are cheaper or the same price before the sales day, a probe shows.
Consumer group Which? found 187 of 201 products sold by Currys, Amazon, Argos, John Lewis, AO.com and Richer Sounds last year cost the same or more on Black Friday than they did the months before.
Popular buys including TVs, speakers, washing machines, cookers and vacuums – advertised as "discounted" – were all no cheaper on the big sales day, which happens again this Friday.
All 32 Currys items checked by Which? were an identical price or less during the previous six months.
John Lewis' Zanussi washing machine cost £309 on Black Friday last year – but it was only £249 five months earlier and then £289 a month later.
And 99% of 201 products checked were cheaper or the same price in the months after Black Friday – meaning shoppers could sometimes save by waiting for prices to fall.
Experts urged Brits not to feel pressured into buying on Black Friday.
You shouldn't buy something just because it's on sale, otherwise you could find yourself going over budget.
Recent research has found that shoppers overspend by as much as £275.02 on Black Friday than if they were shopping at other times of the year.
Remember, something is only a saving if you were planning on buying it anyway.
You should also shop around to find the best price, as the first deal you land on might not be the cheapest that same item is going for elsewhere.
Ele Clark, Which? retail editor, said: “Our investigation shows the vast majority of Black Friday deals are not as good as they appear.
“That's is why it’s so important to do your research. Identify the products you really want and check the ‘deal’ is a genuine saving.”
Four in 10 people buying kids' products and one in three home shoppers do no price research before buying, a Which? survey showed.
Richer Sounds said: “Prices fluctuate wildly in our industry. Products may be sold on Black Friday at higher prices.”
Currys said: “98% of Black Friday products were equal to or at their cheapest price of the previous six months.”
Amazon said: “Customers can easily compare prices and make informed purchase decisions.” AO.com, Argos and John Lewis said they offered good value through the year.
Amazon this year is guilty of already kick starting the hype around Black Friday as it began sales 20 days early.
But it's not the only retailer who has a host of early bird deals as other retailers including Argos and John Lewis have begun discounting goods with a week still to go.
If the Which? data is anything to go by though, you could find cashing out on the deals that are live now might be a better option than waiting until Friday.
Black Friday 'deals' that were not cheaper
Which? found that these deals were in fact not cheaper on Black Friday
Zanussi ZWF81441W washing machine
- Black Friday price: £309
- £249 five months earlier
Maxi-Cosi Titan Toddler/Child Car Seat Group 1-2-3
- Black Friday price: £139.95
- £127.99 three weeks earlier
NUMATIC Henry HVR160 Cylinder Vacuum Cleaner
- Black Friday price: £99
- Same price on 53 days in six months before
Bush BRC100DHEB 100cm Dual Fuel Range Cooker
- Black Friday price: £449.99
- Same price on 66 days in six months before.
Samsung QLED QE65Q700TA 65" Smart 8K TV
- Black Friday price: £1,999
- £1,799 a month later
Yamaha MusicCast 20 WX021 speaker
- Black Friday price: £159
- Same price or cheaper on 277 days in six months before
Top 10 Best Black Friday Deals Right Now
We’ve had a hunt around the web, and these are the best deals we’ve found today (November 22):
- Shark Cordless Vacuum Cleaner, £189 (save £160) – buy here
- Simba Mattress, up to 50% off – buy here
- 3 months of Audible for 99p – buy here
- Dyson Airwrap Styler Complete, £399 (save £50) – buy here
- Emma Mattress, save up to 60% off with code "SUN" – buy here
- Charlotte Tilbury kits, 30% off – buy here
- Gymshark, up to 70% off – buy here
- Jack Daniel's Whiskey 1L, £16.99 (save 32% off) – buy here
- iPhone 12 Mini contract with FREE AirPods – buy here
- M100 Fibre Broadband, £25p/m from Virgin – buy here
- We've rounded up all the best Black Friday deals here
- Check out Sun Vouchers for more discounts
*We may earn revenue if you click the links above and buy the products but we never let this affect our recommendations. Remember to shop around on Black Friday to make sure you're getting the best price
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