Black Friday, an event originating in the US, takes place this Friday and has been widely adopted by retailers in the UK. Initially celebrated as a single day of sales, it has now evolved into a period extending weeks before and after the official date. Research from the consumer group Which? indicates that 80% of products in this time frame were either cheaper or similarly priced outside of the designated four-week Black Friday period, raising questions about the authenticity of discounts offered at this time.
For consumers intending to take advantage of sales, caution is advised. Retailers may raise prices leading up to Black Friday only to lower them again, creating an illusion of significant markdowns. Tools like PriceRunner and CamelCamelCamel can help track historical pricing, allowing shoppers to verify whether discounts are genuine. For instance, the price of an Apple iPad increased significantly in October and November, only to return to its original price by Black Friday.
Shoppers are often advised against waiting for the best deal, as none of the 175 products tracked by Which? were at their lowest price on Black Friday. Retail analyst Catherine Shuttleworth warns that waiting may result in products being sold out due to higher costs for retailers this year. She recommends purchasing items at satisfactory prices and retaining receipts, as some retailers offer price matching or guarantees.
Moreover, consumers are encouraged to look for discounts on everyday items. Joining mailing lists for specific brands can also yield early access to sales. Awareness of pressure marketing tactics is important to avoid impulse purchases. If spending over £100, using a credit card is advisable for additional consumer protection.
Finally, caution is warranted regarding potential scams, as fraudulent activity tends to increase around major shopping events. Consumers should thoroughly research sellers and ensure they are buying from verified accounts, especially on platforms like TikTok, which has gained popularity for Black Friday shopping.
Source: https://www.bbc.com/news/articles/c3r7d820288o?at_medium=RSS&at_campaign=rss