Black Friday deals can be found cheaper or at the same price nearly 90 per cent of the time across the UK’s most popular retailers.
According to a new study from consumer watchdog Which? a staggering 85 per cent of 219 popular home and tech products were found at similar or even lower prices in the six months before and after Black Friday 2019.
Only three items from Amazon, AO.com, Argos, Currys PC World and John Lewis were found to be at their cheapest during the shopping event.
Currys was reportedly the worst culprit, with 47 of the 49 of its “discounted” items appearing at the same price or cheaper prior to Black Friday, including a £249 pair of Bose headphones which were found to have been sold at similar prices 15 times during the preceding six months.
John Lewis was also found to have advertised 70 of its 78 Black Friday deals at similar prices throughout the year.
This included a £1285 De’Longhi coffee machine which was sold at the same price or less 35 times, dropping below its Black Friday price to £1200 for several days in May.
Amazon seemed to offer the most genuine deals on Black Friday, but still offered 57 per cent of its discounted products at the same price on other dates.
“Do some research first. That way you’ll know a genuine bargain when you see one,” Which? head of home products and services Natalie Hitchins said.
In response to the report Currys said it was continuously price-matching “to ensure we keep our promise of amazing tech that is affordable and accessible”.
John Lewis also responded, stating: “As a participating retailer in Black Friday, we offer hundreds of deals across technology, home, beauty and fashion.
“In addition to the variety of offers we have in-store and online during the promotional period, our never knowingly undersold price promise means that we continuously monitor and match the prices of our high street competitors throughout the year.”
Amazon added: “We seek to offer our customers great value thanks to low prices all year round as well as a number of fantastic seasonal deals events.
“Our Black Friday Sale is about thousands of deals on a huge selection of products from every category across the site, at a time of year when we know saving money is important to our customers.”