Expanded Version – Black Friday Shoppers Warned Over

Published: 25 November 2025. The English Chronicle Desk. The English Chronicle Online

Shoppers are being urged to exercise caution this Black Friday, as consumer group Which? has raised concerns over misleading deals at major retailers. Their latest investigation reveals that the majority of products marketed as Black Friday bargains are, in fact, not the best prices of the year. The findings suggest that eight in ten deals are either the same as, or more expensive than, prices offered at other times.

The research compared 175 products across home, tech, and health categories from eight major UK retailers. Which? discovered that 83 percent of items were cheaper or at least the same price outside the four-week Black Friday period in 2024. John Lewis emerged as the worst offender, with 94 percent of products analysed available at the same or lower price at other points during the year. More than half of these items were found to be cheaper at some stage.

For example, a Samsung vacuum cleaner listed at £350 on Black Friday had previously been sold for £299 over nearly a month in May and June 2024. Another example involved a Samsung washing machine priced at £399 during Black Friday, though it was available at the same price or cheaper on 108 separate occasions throughout the year. Very, Amazon, AO, and Argos were also criticised for offering deals that were not genuine bargains, with percentages of products available at lower prices ranging from 79 to 93 percent. The best performer was Richer Sounds, where 55 percent of items were cheaper or the same price at other times, suggesting a higher likelihood of authentic deals.

One factor contributing to misleading deals is the use of Recommended Retail Prices (RRPs). Retailers sometimes set RRPs artificially high to make discounts appear more substantial. Which? highlighted the example of an Oral B electric toothbrush sold at Boots for £25, marketed as “save £25, RRP £50.” However, the product had been cheaper or the same price for more than 96 percent of the year, with the £50 RRP only in place for 13 days in the six months prior to the sale.

Reena Sewraz, retail editor at Which?, said: “Our research exposes the harsh truth: for the majority of shoppers, Black Friday is a false economy. Retailers rely on hype and urgency to push products that are the same price, or even cheaper, at other times. There are good deals to be found, but they are few and far between. Our experts sift through thousands of deals every day to identify genuine bargains. Take your time, don’t be fooled by clever marketing, and do your research.”

The investigation into Black Friday pricing comes amid growing scrutiny of retailer practices in the UK. Consumer advocacy groups have repeatedly raised concerns over the manipulation of discounts, misleading promotions, and the use of psychological marketing techniques designed to create a sense of urgency. These techniques often pressure shoppers into making impulsive purchases, fearing that deals will disappear.

Retailers have defended their Black Friday pricing strategies. John Lewis said: “Our customers can find brilliant deals with us all year round, but our Black Friday event brings together a unique breadth and volume of offers that cannot be found at any other time. Our Never Knowingly Undersold brand promise ensures customers are confident they are getting fantastic value.”

Amazon emphasised its commitment to everyday price-matching, stating: “While Which? analysed only 24 products, Amazon’s Black Friday event offers hundreds of thousands of deals. Customers can find excellent value both during seasonal events and throughout the year.” AO added: “Black Friday has become a month-long promotion. It remains a brilliant opportunity for customers to snap up deals ahead of Christmas, while year-round deals are also available.”

Argos and Boots echoed similar sentiments. Argos highlighted its Black Friday Price Promise, ensuring customers that products are at their lowest prices for six months before and after the event. Boots emphasised discounts across over 20,000 products during Black Friday, noting that seasonal promotions do not preclude year-round deals. Currys said: “We are proud to be recognised for our pricing transparency and share Which?’s commitment to consumer trust. For 2025, Currys will lead the charge with a ‘Lowest Ever Price’ guarantee on all Black Friday deals.”

Experts note that shoppers often fall prey to Black Friday marketing tactics due to the perceived scarcity of products. Flash sales, limited stock alerts, and countdown timers create a sense of urgency, pushing consumers to make purchases without fully comparing prices. This can lead to overspending or regret when similar products are available for lower prices at other times.

The history of Black Friday in the UK has evolved rapidly. Initially imported from the United States, the shopping event has grown into a major retail phenomenon, extending beyond a single day to cover weeks of pre-Christmas promotions. While originally associated with electronics and home appliances, Black Friday now spans nearly every retail category, from fashion to groceries, making it one of the busiest shopping periods of the year.

Despite the hype, Which? urges shoppers to take a methodical approach. Checking historical prices, reading reviews, and comparing offers across multiple retailers are essential steps to ensure that purchases represent genuine value. Shoppers are also encouraged to be wary of retailers inflating RRPs to exaggerate discounts.

Industry analysts have noted that the proliferation of online shopping and dynamic pricing algorithms has made Black Friday more complex. Many retailers use sophisticated pricing software that adjusts prices in real-time based on supply, demand, and competitor activity. While this can create opportunities for genuine bargains, it also increases the likelihood of misleading deals if consumers fail to research prices beforehand.

Ultimately, Which?’s report highlights that consumer vigilance is more important than ever. While there are still genuine bargains to be found, shoppers must remain cautious and informed to avoid being misled by marketing tactics. The group recommends that consumers focus on products they genuinely need, set budgets, and avoid the psychological pressures of time-limited deals.

As the Black Friday shopping period approaches, this research serves as a timely reminder that not all discounted products represent the savings they claim to be. Savvy consumers who conduct due diligence, monitor prices, and compare offers across multiple retailers will have the best chance of securing authentic bargains while avoiding the pitfalls of inflated discounts and “dud deals.”