Research by consumer group Which? has revealed that not all Black Friday’s deals are as good as they seem, with 60% being available for the same prices, and in some case cheaper, in the period leading up to the event.
The research also found that half of the 35 most popular tech items, personal and home care, were available for cheaper at different times of the year.
Which? has urged consumers to conduct thorough research ahead of purchasing items as offers start to be announced, along with favouring retailers who offer a price promise.
Discussing the figures, Which? managing director Alex Neil said: “Our research shows that although Black Friday can offer some great discounts, not all offers are as good as they seem.”
“It’s easy to get swept along by the hype and excitement on the day, so we recommend doing some preparation and research to help make sure you really are getting a good deal when shopping in the sales.”
Items included a 4K 55-inch Samsung Smart TV on a Black Friday deal for £849, advertised as saving £400 on its retail price at electrical retailer Currys.
However, the TV was found to be £50 cheaper 29 times in December, January and April, and £79 cheaper at least 18 times in May.
Commenting on the findings, a spokesperson for Currys said: “The Black Friday sales period has become an established part of our promotional calendar alongside January Sale and Bank Holiday weekend offers.
“Last year, Currys PC World alone featured around 4,000 products reduced as part of our Black Friday campaign with many items being their lowest ever price at that point in time.
“The fact that some of these were then reduced further in the months after that period is simply us continuing to offer our customers great value throughout the year.”