Just because stuff has a Black Friday price tag promising huge discounts doesn’t make what you are buying a great deal.
Prices shift up and down all year as retailers wage a constant battle to offer the cheapest price.
Fashion and technology doesn’t really have a price because stores tinker with them so frequently.
The only way you know if you have snatched a bargain is if you have tracked the price of what you want to buy in the weeks leading up to Black Friday (November 24 this year).
The price tag may shout up to 50% off, but some retailers only have one or two items in stock, so you cannot buy the goods.
Black Friday prices not as cheap
Others will have raised the price before Black Friday to some ridiculous figure, only to drop it again for the day so they can shout about how good they are from the rooftops.
Their investigation showed that the same goods were cheaper at other times of the year.
For many goods, the cheapest prices were immediately after Black Friday when stores were trying to tempt shoppers who missed the bargain bonanza back into their stores.
The online and high street retailers are not breaking any laws, but are playing sharp to keep their tills ringing so they can rack up more profits.
Hype and excitement
All the stores say they are offering genuine reductions, which they are – but sometimes from inflated prices to make them seem better.
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.”
He also suggested shop with retailers who offer price promises, so if the cost falls, you can return the goods or claim the difference as a refund.