Black Friday discounts often 'not so special', shoppers warned

Bargain hunters hoping to find unbeatable discounts during this year's Black Friday shopping frenzy are warned the deals are often no different to other times during the year.

A survey of major retailers found that more than half the deals on popular products during last year’s promotion were either the same, or better, months either side of the event.

Shoppers are predicted to spend £2.6bn, or £1.8m per minute, this Friday during what has in recent years become one of the biggest shopping days of the year.

The review of 35 offers on the most popular technology, home and personal care products sold at major retailers suggested shoppers should treat the American-imported shopping bonanza with caution.

The consumer group Which? looked at the prices for a 12 month period covering before, during and after Black Friday 2016 and found that 60 per cent were cheaper, or the same, at other times during the year.

It urged shoppers to research reviews and regular prices ahead of Friday to know if they are getting a good deal or not, and to shop at retailers with price promises to increase the chance of a part-refund if an item drops in value in the weeks following the purchase.

Alex Neill, Which? managing director of home products and services, said: "Our research shows that although Black Friday can offer some great discounts, not all offers are as good as they seem.

"It's easy to get swept along by the hype and excitement on the day, so we recommend doing some preparation and research to help make sure you really are getting a good deal when shopping in the sales."

The survey looked at goods on sale at Currys/PC World, Argos and Amazon.

Currys PC World said that on Black Friday 2016 it had featured around 4,000 reduced products “with many items being their lowest ever price at that point in time”.

"The fact that some of these were then reduced further in the months after that period is simply us continuing to offer our customers great value throughout the year."

An Argos spokesman said: "Black Friday is a fantastic event which allows customers to choose from thousands of products which offer great value.

"This does not exclude these products from other sales or promotional activity at other times of the year."

Amazon added: "We offer many thousands of incredible deals around Black Friday representing millions of pounds of savings for our customers across a vast selection of products."

While the first years of Black Friday after it was brought to Britain by Amazon in 2010 were known for in-store scuffles over flatscreen televisions, online shopping has quickly come to dominate.

Retails experts have said shoppers may see fewer discounts this year because shops already struggling with lower profits are now reluctant to cut prices in what has traditionally been a peak trading time in the run  up to Christmas.

Ray Kelvin, founder of fashion chain Ted Baker, said at the weekend he was “reluctant” about Black Friday, but customers had come to expect discounts.

“You have to join in with Black Friday but it’s not a trend I particularly enjoy. The Americans brought us over Halloween in a big way and now we have Black Friday – I think the second one is scarier!”