Amazon and Very were believed to be the worst culprits, according to the research
Only one in seven Black Friday deals offer genuine discounts,The vast majority of promotions can be found cheaper or at the same price in the six months before the sales extravaganza, it discovered.deals last year at seven major home and technology retailers: Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very. It looked at their prices every day in the six months before and after the sale day, which fell on 26 November 2021.
Of the deals analysed, Which? found that 183 were actually cheaper or the same as their Black Friday price in the six months before the sales event, and 209 were cheaper or the same price at other times in the year. None were cheaper on Black Friday alone.Ahead of this Friday’s sales event, it urged customers not to fall for the hype without carefully examining whether the “discounted” price represents a genuine saving.
Even when including discounts applied in the two weeks around the big day – to take account of Cyber Monday sales following Black Friday – Which? found that 186 deals had a lower or equal price at another time.
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