Yahoo Finance Only 2% of discounted Black Friday products are actually the cheapest on the day
As the Black Friday frenzy approaches, research shows that the majority of the touted deals during this sales extravaganza event are either priced the same or lower at other times throughout the year.
According to findings by Which?, a mere 2% of the scrutinized products offered on Black Friday were genuinely at their lowest price on that day. Out of the 208 examined items, only five were found to be most affordable during the Black Friday sales, while the remaining 98% were either cheaper or maintained the same pricing in the six months leading up to or following the event.
For example, Apple Airpods (2nd generation) at both Argos and Currys were discounted from £139 to £119 on Black Friday. However, the research revealed that these products were consistently cheaper, ranging from £99 to £109, between May 25 and September 9. The price only increased to £139 in September before dropping back to £119 during Black Friday week.
Read more: Black Friday: 10 ways to find the best deals in the sales
The study's results suggest that consumers may not need to succumb to the pressure of making significant purchases on Black Friday, as it is not necessarily the most cost-effective time to shop.
Ele Clark, Which? Retail editor, said: “Our research shows that you don’t need to feel pressured to splash out on Black Friday as it’s rarely the cheapest time to shop.”
“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,” she added.
The investigation also uncovered instances where Black Friday discounts were not as substantial as they appeared. For instance, the Garmin Lily Sports Edition smartwatch at Amazon was reduced from £199 to £149 on Black Friday, yet it had been available for a lower price on 58 days before Black Friday, including £114.99 during Amazon Prime Day.
At Richer Sounds, the Bowers and Wilkins 603 S2 Anniversary Edition floor standing speakers went from £1,599 to £1,299 on Black Friday, but they had been £1,299 since October and were only £1,199 for 23 days in May and June. The price then dropped on December 8 to £1,249, highlighting the value of waiting for better deals.
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At Argos, three-quarters (75%) of products that were on offer on Black Friday and included in Which?'s analysis were actually cheaper at other times of the year. The majority of products at Argos were TVs, which typically drop in price after new models are launched in the spring. One TV was £120 cheaper than the Black Friday price the following March.
Amazon had the second-highest percentage (69%) of products that were cheaper than their Black Friday price at other times of the year. At Very (54%), AO (59%), and Richer Sounds (47%), Which? found around half the products, or more, were cheaper in the six months before or after Black Friday.
“While they’re rare, there are some genuine bargains to be had – just make sure you do your research and don’t panic buy. It's worth comparing the price at multiple retailers and checking the product’s price history using a site such as PriceRunner or PriceSpy – that way you’ll know a good deal when you see one,” Clark advised.
Watch: How do you get the best deal on Black Friday? | You Ask The Questions
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