Only 2% of Black Friday discounts offer actual bargains, says Which?

Sarah Marsh





Just one in 50 Black Friday deals are at their cheapest price on the day of the sales extravaganza, according to analysis of last year’s event by a leading consumer group. A study from Which? looking at a range of offers on 25 November 2022 found only 2% were not available at the same price or cheaper within six months either side of the date. Which? analysed 208 deals last year at eight leading home and tech retailers including Amazon, Argos and Currys. Out of 208 products, only five were at their cheapest on Black Friday itself and 98% of them were cheaper, or the same price, in the surrounding 12 months. Apple AirPods (second generation) at both Argos and Currys were discounted from £139 to £119. However, they were cheaper than their Black Friday price every day between 25 May and 9 September, where the price varied between £99 and £109. Argos said that only one product in Which?’s analysis was a Black Friday deal, while the others were part of other promotional offers.