Black Friday shoppers should proceed with caution this year, as retail experts warn about misleading deals. Consumer group Which? has reported startling findings, indicating nine out of ten Black Friday offers may not be as enticing as they seem, with many prices being the same or even cheaper at other times of the year.
According to Sarah Johnson, the director of the merchandise consultancy Flourish Retail, some brands have been known to inflate prices before Black Friday, allowing them to advertise supposed 'big discounts' which are, in reality, not genuine. "It used to be the case where you had to establish a price for 28 days before it could be changed, but this is no longer applicable," Johnson explained.
The tradition of Black Friday emerged as the day following Thanksgiving in the US and has since evolved to encompass sales stretching weeks before and after, with Cyber Monday contributing significantly to online sales trends. Shoppers spent approximately £13.3 billion during the Black Friday sales period last year, according to Which?.
To spotlight their findings, Which? researchers examined 227 products during the Black Friday period last year, focusing on major home and tech retailers. They revealed troubling examples where advertised discounts appeared deceptive. For example, Boots had promoted a hairdryer as part of its Black Friday deals, claiming it was reduced from £49.99 to £18.99. Which? discovered this was misleading, as the product had never been sold at £49.99 over the preceding 12 months.
A representative from Boots commented, "Our researchers reviewed only a very small selection of our Black Friday deals from last year, and we can confirm all items were at lower prices when they were on promotion or when matched against competitors." The scrutiny doesn’t stop there; similar claims were made about John Lewis, where a smartwatch was advertised at £294, down from £384, with Which? finding it had not been sold at the higher price at any point during the year.
Harry Rose, the editor of Which? Magazine, emphasized the need for transparency, stating, “We want retailers to eliminate sneaky pricing tactics so consumers are not misled about the deals on offer.” His advice to consumers is clear: compare prices across various retailers and utilize price-checking websites to gauge historical pricing.
To help prevent shoppers from falling victim to poor purchases, experts recommend several strategies. It's important to be wary of products sold at prices too good to be true and to create lists of desired items to steer clear of impulse buys. Focusing on purchasing fewer, higher-quality items instead of many lower-priced deals can also help reduce waste and save money.
Potential pitfalls include encountering fake websites. Shoppers should verify whether the URLs belong to the official brand, and caution should be taken with links shared from newly created social media accounts or websites.
Meanwhile, exciting deals are being offered by various retailers, and flagship brands like Butlins are providing discounts not limited to tech or beauty products. Butlins, known for its holiday camps throughout the UK, has launched attractive Black Friday deals for 2025 getaways. Customers can enjoy 10% off group bookings for their adult-only big weekender events if booked before December 3, 2024. Each of these weekends promises vibrant experiences, complete with live music, themed events, and plenty of entertainment.
With a variety of themes ranging from 'We Love Ibiza' nights to 'Back To The 2000s' parties, Butlins aims to cater to diverse musical tastes. Guests at their resorts can choose from various accommodations and meal package deals to suit their needs.
Families are not left out either. Butlins is extending similar discounts on family holidays, allowing families to enjoy up to 30% off selected meal plans, ensuring everyone is energized for action-packed days. There are also weekend getaways this January, promising everything from relaxation to excitement.
While many shoppers eagerly anticipate grabbing great deals, others have expressed skepticism about Black Friday offers, especially concerning luxury and beauty products. Luxury beauty brands frequently showcase eye-catching advent calendars and gift sets around this time, but experts urge consumers to assess their value thoroughly. Which? has previously questioned the authenticity of many such promotions, advocating for careful evaluation of prices and product contents.
This year brings unique challenges and opportunities. Some retailers are promoting limited-time offers, but shoppers should be vigilant against falling for common pitfalls associated with Black Friday. Checking product reviews online, ensuring purchases are made through authorized sellers, and conducting thorough research can go a long way toward securing genuine bargains.
With the countdown toward Black Friday underway, savvy consumers are advised to arm themselves with information and research to navigate this shopping frenzy successfully. Understanding which discounts are real and which are merely illusions can make all the difference between a joyous shopping experience and buyer's remorse.
Overall, as the holidays approach, the excitement of Black Friday returns with both promises and pitfalls. Shoppers need to equip themselves with knowledge and employ cautious strategies to maximize their savings and minimize their risks.
