Apple holding a 'four-day shopping event' starting Black Friday

Black Friday deals not such a bargain after all

The investigation analysed deals at leading retailers Currys PC World, Amazon, John Lewis and Argos, finding that nearly half (46%) of products on offer were sold for less in the six months following Black Friday (Dec 2017 to May 2018).

So, while there were certainly deals to be had, and prices are often considerably lower on Black Friday than at other times of year, if it's the very lowest price you're after, and you're not in a hurry, it may be worth holding off. It brings into question the true value of Black Friday, which falls this week.

For example, an LG brand 60in 4K TV was advertised at £799 by Amazon on Black Friday.

A 49in LG television was £599 at Currys PC World - but £20 cheaper from the end of December to mid-January, and again in April.

"For example, a 60" 4K TV, was advertised at £799 by Amazon on Black Friday previous year but this wasn't actually its cheapest price. But it was £10 cheaper at least 27 times before the sales event and 43 times after.

Nonetheless, the Which? study is good food for thought and a timely reminder not to go too click-happy with your bargain shopping this Black Friday. Total retail spending over the Black Friday weekend is predicted to hit £8.3billion, the Centre for Retail Research said.

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More than a third of Britons are expected to make a purchase in a Black Friday promotion this week.

"While retailers are bombarding us with promises of great discounts and time-limited sales, it's clear that not all deals are as good as they might appear".

Black Friday, a day of pre-Christmas discounting borrowed from the U.S., is officially on 23 November, but several major retailers including Amazon, Argos and Currys PC World have already begun their sales campaigns. Apple's site has a placeholder shopping event page, and the company has begun sending teaser emails to customers, letting them know about the upcoming sales.

Which? analysed deals at leading retailers Currys PC World, Amazon, John Lewis and Argos. It has a Price Promise to match other stores.

Responding to the investigation, Amazon insisted that thousands of "incredible deals" available on its website around Black Friday represent "millions of pounds of savings" for customers.

Though Amazon is practically overflowing with Black Friday 2018 sales, the bulk of the items featured in the retailer's Black Friday 2018 ad focuses on electronics and other Amazon-branded devices.

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