Consumers cautioned about Black Friday offers

Retail specialists have cautioned consumers participating in Black Friday sales to exercise prudence regarding promotions, to prevent being exploited. A study conducted by the consumer organization Which? indicates that nine out of ten Black Friday deals are available at a lower or identical price point during other periods of the year. Furthermore, Sarah Johnson, who serves as the director of merchandise consultancy Flourish Retail, informed the BBC that certain brands might artificially raise prices prior to sales events to create the appearance of more substantial reductions. Black Friday initially designated the day following Thanksgiving in the United States; however, in recent years, these sales events have expanded to encompass the weeks preceding and succeeding it, with Cyber Monday significantly contributing to millions in online transactions. According to Which?, consumers spent an approximate £13.3 billion during the Black Friday sales period in 2023. Ms. Johnson stated: “It used to be that you had to establish a price for 28 days before it could be changed, but this is no longer the case.” She added that “As a result, many brands inflate prices in the lead-up to Black Friday, allowing them to advertise ‘big discounts’ that, in reality, aren’t genuine.” Researchers from Which? investigated 227 items during last year’s Black Friday two-week period, specifically from November 20 to December 1. The promotions under scrutiny originated from eight of the United Kingdom’s largest home and technology retailers, and a portion of the featured products were available at an identical or reduced cost at various other points throughout the year. Citing what it termed “one of the worst examples”, Which? discovered a hairdryer offered at £18.99 within a Boots Black Friday promotion, which purported a reduction from £49.99. Nevertheless, the item had not been sold at £49.99 by Boots at any point in the preceding 12-month period. Which? reported that a spokesperson for Boots informed them that their researchers had “reviewed a very small number of our Black Friday deals from last year and in all cases, the items were at a lower price whilst on promotion or when price matched against competitors.” The BBC has reached out to Boots to obtain a statement. Additionally, Which? drew attention to a prior John Lewis Black Friday offer involving a smartwatch, which was reduced to £294, indicating a saving of £90. However, Which? determined that the product had not been sold at £384 at any time during the preceding 12 months. Which? stated that a John Lewis spokesperson conveyed: “The recent return of our reimagined Never Knowingly Undersold brand promise – which matches prices with 25 leading retailers – gives customers absolute confidence that they are getting fantastic value.” The BBC has contacted John Lewis for a comment. Harry Rose, the editor of Which? Magazine, commented: “We want retailers to drop the sneaky pricing tactics so consumers are not misled about the deals on offer.” He recommended that shoppers compare prices across various retailers and utilize websites that provide a product’s price history. He concluded, “That way you’ll know a good deal when you see one.”