Revealed: Whopping 98 PER CENT of Black Friday deals are cheaper at other times of the year – as Which? tells Brits to take offers ‘with a pinch of salt’

The vast majority of Black Friday bargains – 98 per cent – are cheaper at other times, according to a new study.

Research across hundreds of deals offered by major retailers for the event last year found just 2 per cent were at their cheapest on Black Friday itself.

The findings come from a study by Which?, whose experts warn shoppers to treat claims of big savings with scepticism.

Many retailers are already running Black Friday deals ahead of the main event at the end of this week and through the weekend.

The consumer champion surveyed 208 deals offered by Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very. They looked at the prices of these items in both the six months before and six months after the sales day.

Shoppers on Oxford Street, central London, ahead of the annual Black Friday sales (James Manning/PA)

Apple Airpods (2nd generation) headphones at both Argos and Currys were discounted from £139 to £119 on Black Friday. However, these products were found at a cheaper £99-£109 every day between May 25 and September 9.

At Amazon, the Garmin Lily Sports Edition smart watch was discounted from £199 to £149 but Which? found it had been cheaper 58 days before Black Friday including a reduction to £114.99.

At Richer Sounds, the Bowers and Wilkins 603 S2 Anniversary Edition floor standing speakers went from £1,599 to £1,299 on Black Friday. In fact, they had been £1,299 for a long period before the event and dropped to £1,249 before Christmas.

At Argos, 75 per cent of the surveyed products, mostly TVs, were cheaper at other times of the year. In its defence, Argos challenged whether many of the products included in the research had been labelled as Black Friday offers.

Some 69 per cent of Amazon’s surveyed products were cheaper at other times of the year. Amazon argued it aims to offer great value throughout the year, including through price-matching and seasonal deal events.

Which? found around half the products, or more, were cheaper in the six months before or after Black Friday at AO (59 per cent), Very (54 per cent) and Richer Sounds (47 per cent).

Which? retail editor, Ele (correct) Clark, 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.

‘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.’

AO stated that Which?’s findings didn’t represent the value that their Black Friday promotions provide.

Boots said: ‘We always aim for our Black Friday deals to be our very lowest prices – last year we had over 18,000 deals on offer.’

John Lewis said: ‘Our customers can get great offers with us all year round… we’re focused on great quality and value, having invested significantly to keep prices down in-shops and online.’

Richer Sounds said: ‘We try hard to be 100 per cent transparent with our customers, so they can make informed buying decisions.’

Very said: ‘We offer great value on a range of products across all categories throughout the year, including via regular promotional events.’

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