How to make sure you’re getting a good deal

Whether you’re excited for seasonal sales or avoiding stores altogether, it’s hard to escape the countless emails and social media ads about Black Friday sales.

The shopping spree, which began after the Thanksgiving holiday in the US, has been firmly embraced by UK retailers, with what were once single-day sales now spanning the weeks before and after.

But according to research from consumer group Which, eight in 10 deals promoted during this buying glut were cheaper or the same price outside the four-week Black Friday period.

This suggests shoppers may be able to get the same or better deal at other times of the year. But if you’re planning to buy now, here’s how to make sure you’re getting a bargain.

Some retailers create the illusion of a big sale by raising prices in the weeks before Black Friday and dropping them again during the “sale.”

Websites like PriceRunner or CamelCamelCamel allow you to look at previous prices so you can tell if the discount is real.

For example, the cheapest overall Apple iPad was selling online for £309 on 19 October, according to Price Runner. As of 10 November this had risen to £391.99. This figure had dropped again to £309 when the Black Friday sales started on 21 November.

Consumer champion Rebecca Wilcox told Morning Live that the tactic is not illegal but can easily mislead shoppers into thinking they’re getting a much bigger discount than they actually are.

Retail analyst Natalie Berg, host of the Retail Disrupted podcast, says AI can also help. “You can ask ChatGPT: ‘Show me the best Black Friday deals for a 10-year-old who loves the movie Wicked.’ “You don’t have to navigate between different sites, which can be time-consuming and tiring.”

Shoppers often hold off on buying items hoping they’ll be cheaper on Black Friday.

But none of the 175 products tracked by Which? It was at the cheapest price of the year that day.

Retail analyst Catherine Shuttleworth says: “There is huge risk [holding out]because the products you want to purchase may no longer be available.”

He says higher costs this year mean retailers are less likely to hold excess stock.

So if you find the item you’re looking for and it’s at a price you’re happy with, Shuttleworth recommends purchasing the item and keeping your receipt.

If prices drop again, many retailers will refund the difference. Some companies, such as Currys and Argos, offer Black Friday guarantees.

If you find the product cheaper within the return period, you can always take it back and buy it again at a lower price.

Don’t just consider big ticket items. Kat Cereda of consumer watchdog says some of the biggest discounts are on everyday items like quilted toilet paper and dishwasher tablets. Which one? he told the BBC.

Start by deciding what you actually need. If you’re looking for a specific brand, check out their website directly and join their email list for early access to their sales.

“Technology is there to help retailers offer more real-time rewards and target the best customers,” says Berg.

Don’t fall for pressure tactics that could trigger impulse buys, such as “flash sale” or “only two left”, the competition watchdog warns.

It recommends using a credit card if you’re spending over £100.

“You have legal protection which means you can claim a refund if the company goes bankrupt, your product doesn’t arrive or there are other problems such as the product is faulty or not as described,” says Hayley Fletcher of the Competition and Markets Authority.

Scammers ramp up activity during major events like Black Friday and can take advantage of the urgency that shoppers may feel. Fake websites and counterfeit products are often on the rise during this period, posing as limited-time deals to lure people in.

“If something seems too good to be true or doesn’t feel right to you, it could be a scam. Don’t rush your purchase. Research the company you’re buying from and be wary of dubious web links,” says Citizens Advice consumer expert Jane Parsons.

This year the TikTok store has become an increasingly popular destination for Black Friday sales, with brands including M&S, L’Oréal and Rituals selling directly through the app.

“You may find flash sales that aren’t available on the retailer’s site,” says Berg. “However, it is important to check that the accounts you purchase are verified.”