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 avoid the countless emails and social media ads on Black Friday deals.

The shopping event, which began in the US after the Thanksgiving holiday, has been strongly adopted by UK retailers, and sales that used to take place in a single day are now spread over the weeks before and after.

However, according to research from consumer group Which?, eight out of 10 deals promoted during this shopping bonus were cheaper or at the same price outside the four-week Black Friday period?

This suggests that buyers may get similar or better deals at other times of the year. But if you’re planning to buy now, here’s how to make sure you get a bargain.

Some retailers create the illusion of deep discounts by raising prices in the weeks before Black Friday, but lowering them again during the “sale”.

Websites like PriceRunner or CamelCamelCamel let you look at past prices so you can find out if a discount is real.

For example, according to Price Runner, the cheapest Apple iPad overall was selling online for £309 on October 19. As of 10 November this has increased to £391.99. When the Black Friday sales started on November 21, it went back down to £309.

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

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

Shoppers often put off purchasing items in the hope that they will be cheaper on Black Friday.

But none of the 175 products were tracked by whom? They were at the cheapest price of the year that day.

Retail analyst Katherine Shuttleworth says: “There is a huge risk in holding off, as the products you want to buy may no longer be available.”

She says higher costs this year mean retailers are less likely to have surplus stock.

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

Many retailers will refund the difference if prices fall again. Some companies, such as Currys and Argos, offer a Black Friday Guarantee.

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

Don’t just think about big-ticket items. According to Kat Sereda from the consumer watchdog organization, some of the biggest markdowns are on everyday items like quilted toilet roll and dishwasher tablets? Told the BBC.

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

“The technology is meant to help retailers provide more real-time rewards and target their best buyers,” says Berg.

The competition watchdog has warned not to fall into pressure tactics such as “selling fast” or “only two left”, which could lead to impulse buying.

And if you’re spending more than £100, it recommends using a credit card.

“You have legal protection, which means if the company goes bust, your goods don’t arrive, or there are some other problems, such as an item being faulty or not as described, you can claim a refund,” says Hayley Fletcher of The Competition and Markets Authority.

Scammers increase activity around major events like Black Friday and can take advantage of shoppers’ sense of urgency. Fake websites and counterfeit goods often increase during this period, posing as limited-time deals to lure people.

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

This year, the TikTok Shop has become an increasingly popular destination for Black Friday discounts, with brands like M&S, L’Oréal and Rituals running sales directly on the app.

“You can’t find flash sales available on a retailer’s site,” says Berg. “But it’s important to check that the accounts you’re purchasing from are verified.”