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87% of Black Friday prices ‘aren’t the cheapest of the year’, says Which?

A year-long investigation by consumers association Which? has found that Black Friday prices “aren’t the cheapest of the year”, and said shoppers could get a better bargain if they’re willing to wait.

The group tracked product prices for 12 months, and found that 87% were the same price or cheaper than their Black Friday price at other times of year. Additionally, some 46% of products were cheaper than the Black Friday price on at least one day during the six months afterwards.

To find this out the group looked at a year’s worth of pricing data for 94 popular tech, home and personal products that were on offer over Black Friday 2017, from six months before the event until six months afterwards. It looked at 59 deals from Currys PC World, 18 deals from Amazon, 14 from John Lewis and three from Argos, and compared this data with the price of the products on Black Friday itself.

This is what it found.

A statement by the group read: “Even when extending the period of ‘Black Friday’ to the two weeks surrounding the day itself, we found that 76% of products were still cheaper or the same price at other times in the year, and 74% could be picked up for the same price or less in the six months afterwards.

“Of course there are certainly deals to be had, and prices are often considerably lower on Black Friday than at other times of year. But if it’s the very lowest price you’re after, and you’re not in a hurry, it may be worth holding off.”

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