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Industry News 2015-09_black friday sale

Published on November 16th, 2016 | by The GC Team

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Half of Black Friday deals not all they’re cracked up to be

An investigation by consumer watchdog Which? has found that almost half of last year’s Black Friday deals weren’t as kosher as some retailers would have consumers believe, as 49% of products on offer were actually cheaper in the months before or after Black Friday.

Which? tracked 178 deals on 20 popular tech gadgets and home appliances on Amazon, AO, Argos, Currys and John Lewis for the three months before and two months after Black Friday last year. The results showed that only 51% of the products were cheapest on Black Friday itself, with the remainder cheaper before or after the day.

Fewer than one in ten (8%) discounts were one-day only offers, where the Black Friday price was cheaper than on any other day. 12% were cheaper at some point in the three months leading up to Black Friday and 38% were cheaper in the weeks after Black Friday.

Pete Moorey, Head of Campaigns at Which? said: “Shoppers might be surprised to learn that only half of Black Friday deals are actually cheapest on Black Friday. If you’re thinking about starting your Christmas shopping around Black Friday, do your research as some deals may not be all they’re cracked up to be.”

Which? also uncovered numerous examples of offers by retailers AO and Currys that appeared to inflate the ‘was’ price to make deals look better than they actually were. When promoting a discount such as ‘was £100, now £50’, the ‘was’ price should be the most recent price the item was sold at for 28 consecutive days or more, and not a price that is more than six months old. Which? found examples where this had not been done. As a result, the consumer watchdog believes that these retailers may be breaking government guidelines.

In response, Currys explained that keeping prices low after an event like Black Friday is good for shoppers. Likewise, AO said that some products may remain on promotion beyond Black Friday, adding that this gives customers “great deals beyond just the one day a year.”

Both retailers claimed that they had followed the regulations and guidelines with regard to displaying discounts.

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