Black Friday shoppers warned to be wary of deals
3 min read
Black Friday is a time when millions of shoppers flock to stores and online retailers in search of significant discounts. However, experts are urging consumers to be cautious and skeptical of the deals they encounter, warning that many of the so-called “bargains” may not be as great as they seem. According to research from the consumer group Which?, a staggering nine out of 10 Black Friday offers are either cheaper or the same price at other times of the year. This has raised alarms about deceptive pricing practices and tactics that could leave shoppers feeling ripped off.
Sarah Johnson, a director at merchandise consultancy Flourish Retail, shared her insights with the BBC, pointing out that some retailers may artificially inflate prices in the run-up to Black Friday to create the illusion of larger discounts. In the past, retailers were required to set a price for at least 28 days before a sale, but this rule no longer applies. As a result, many brands have begun raising prices just before the sales period, allowing them to advertise steep discounts that are not truly reflective of the product’s original price.
Which? researchers examined 227 products during the 2023 Black Friday period, specifically between November 20 and December 1. The products analyzed came from some of the biggest home and tech retailers in the UK, and the results were concerning. Some products were found to be priced the same or even cheaper at other times of the year. One of the most notable examples was a hairdryer sold by Boots for £18.99 during Black Friday, claimed to be reduced from £49.99. However, Which? discovered that the product had never been priced at £49.99 at Boots in the 12 months leading up to the sale.
Boots defended its pricing strategy, stating that Which? researchers had reviewed only a small sample of its Black Friday deals, and that in all cases, the items were priced lower during the promotion or when price-matched with competitors. Which? also highlighted a John Lewis Black Friday deal where a smartwatch was discounted to £294, with a claimed £90 saving. However, Which? found that the smartwatch had never been sold at £384 in the previous year. In response, a John Lewis spokesperson said that the company’s “Never Knowingly Undersold” promise guarantees customers excellent value, with prices matched against 25 leading retailers.
Despite the defenses from some retailers, Which? Editor Harry Rose stressed the importance of transparency in pricing and urged retailers to abandon these misleading tactics. He advised shoppers to compare prices across multiple retailers and use websites that track price histories to determine if a deal is truly a bargain. “That way you’ll know a good deal when you see one,” Rose said.
For shoppers looking to make the most of Black Friday without falling prey to misleading deals, experts offer several key tips:
- Be cautious of deals that seem too good to be true – If a deal appears unusually generous, it could be a sign that the price has been artificially inflated or the product is not as valuable as it seems.
- Make a shopping list and stick to it – To avoid impulsive purchases, make a list of the items you actually need and avoid the temptation to buy unnecessary products.
- Focus on quality over quantity – Rather than loading up on cheap items, concentrate on purchasing fewer but higher-quality goods. This strategy will help reduce waste and ensure better long-term value.
- Watch out for fake websites – Scammers often create fake websites that mimic well-known brands. Always check that the URL belongs to the official site, and be cautious of new social media accounts or links to websites that have recently been created. Tools like who.is can help verify when a website was registered.
- Read reviews and buy from authorized sellers – To minimize risk, read product reviews, and only buy from reputable and authorized retailers.
Shoppers should remain vigilant during the Black Friday sales period, armed with knowledge to help them spot the true bargains. While Black Friday can offer some genuine deals, it is essential to approach the sales with caution to avoid falling victim to misleading offers. By doing their research and staying informed about pricing practices, consumers can navigate the event wisely and make sure that their purchases are truly worth the money.
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