Study Reveals 80% of Black Friday Deals Offer No Real Savings

A recent study conducted by Which? has found that approximately 80% of products marketed as Black Friday deals are either the same price or cheaper at other times of the year. This annual analysis raises questions about the authenticity of discounts during the much-anticipated shopping event.

The research compared prices on 175 home, technology, and health appliances from eight major retailers, including Amazon, AO, Argos, Boots, Currys, John Lewis, Richer Sounds, and Very. Over a six-month period surrounding last year’s Black Friday, the study revealed that 83% of the products were available at a lower price or the same price on at least one date outside the four-week sales period.

On Black Friday itself, the findings were particularly concerning. The study noted that no products were offered at their lowest price of the year on that day. Reena Sewraz, Retail Editor at Which?, emphasized the implications of this research, stating, “Our research exposes the harsh truth: for the majority of shoppers, Black Friday is a false economy. Retailers are relying on hype and urgency to push products that are the same price, or even cheaper, at other times of the year.”

The research indicates that while genuine deals can be found during Black Friday, they are often few and far between. Sewraz encouraged consumers to approach these sales with caution, advising them to “take your time, don’t be fooled by clever marketing and do your research.”

Changing Perspectives on Discounting

Meanwhile, the British Independent Retailers Association (Bira) has reported a shift in how some retailers are approaching the sales event. Certain members are opting for alternatives to traditional discounting, such as “Bright Friday” or “Fizz Friday,” which focus on encouraging consumers to shop independently and support local businesses. This year, Bira noted a “growing rebellion against the American-imported sales event.”

One retailer shared their perspective on the challenges of discounting, stating, “Discounting is a death spiral and every industry is already sacrificing too much margin to gain functionally useless turnover.” This sentiment reflects a broader concern within the retail industry about the sustainability of aggressive discount strategies.

As consumers prepare for the next Black Friday, this study serves as a critical reminder to approach sales events with a discerning eye. With the potential for misleading marketing tactics, shoppers are encouraged to conduct thorough research to ensure they are making informed purchasing decisions.