A comprehensive investigation by consumer champion Which? has revealed that the majority of Black Friday promotions don't offer the year's best prices, challenging the widespread belief that the November sales event provides unbeatable value.
The Shocking Statistics Behind Black Friday Pricing
Which? tracked 175 products from eight major UK retailers throughout the year to May and discovered that 83% of items were available for the same price or even cheaper outside the four-week Black Friday period between 15th November and 12th December.
The consumer organisation's analysis of last year's Black Friday season found that eight out of ten products weren't at their most competitive pricing during the much-hyped sales event. This revelation comes as retailers prepare for the 2025 Black Friday season, prompting questions about the genuine value offered to consumers.
Retailer Performance: From Worst to Best
John Lewis emerged as one of the poorest performers in the study, with a staggering 94% of their Black Friday products being cheaper or similarly priced at other times during the year. One particularly telling example was the Samsung Jet Bot Robot Vacuum Cleaner, advertised at £350 during Black Friday but available for just £299 for 29 days in May and June 2024.
Online retailer Very followed closely, with 93% of their deals matching or beating Black Friday prices at other times. Researchers identified the Dyson V11 Extra Stick Vacuum Cleaner as maintaining its £349 price tag for 29 days before and 41 days after the Black Friday period.
At AO, 85% of Black Friday promotions were equally priced or better valued during other parts of the year. Currys faced particular scrutiny despite their promise that sale items wouldn't have been cheaper in the six months preceding Black Friday - the investigation found 84% of their deals were available for the same or lower prices in the six months surrounding the sales period.
Amazon's Black Friday offers were cheaper or similarly priced in 88% of cases examined, with 63% actually being cheaper outside the sales period.
The Exception That Proves the Rule
Richer Sounds stood out as the notable exception in the analysis, with only 55% of their products found to be cheaper or similarly priced at other times of year. This performance was significantly better than all other retailers included in the study.
The investigation also uncovered concerning practices around recommended retail pricing. At Boots, researchers found an Oral B Vitality Pro Electric Toothbrush advertised with "save £25, RRP £50" claims, despite the product being cheaper or the same price for over 96% of the year. The £50 RRP had only been in place for 13 days during the six months before the sale.
Expert Advice for Savvy Shoppers
Reena Sewraz, Which? retail editor, offered blunt advice to consumers: "Our research exposes the harsh truth: for the majority of shoppers, Black Friday is a false economy. Retailers are relying on hype and urgency to push products that are the same price, or even cheaper, at other times of the year."
She continued: "There are good deals to be found but they can be few and far between. Our experts sift through thousands of deals every day during the sales to hand-pick genuine deals on products we think are worth buying. Our advice is simple: take your time, don't be fooled by clever marketing and do your research."
How Retailers Responded to the Findings
Amazon defended its position, stating it offered "great value all year round" and highlighting that Which? had analysed only 24 products compared to the "hundreds of thousands of deals" available during their Black Friday event.
AO welcomed the scrutiny, noting that "customers know that Black Friday is now at least a month-long promotion and isn't a single day" while emphasising their commitment to delivering "great value every day of the year."
Currys stated it was "raising the bar" with its 2025 Black Friday sale, promising that every deal would represent the lowest price ever offered. The company acknowledged that prices can drop lower in subsequent months but described this as "normal" across the retail sector.
John Lewis pointed to its Never Knowingly Undersold brand promise, while Richer Sounds highlighted their practice of including disclaimers during Black Friday promotions and their commitment to passing on savings to customers when market prices change.
As Black Friday 2025 approaches, this research provides crucial evidence that consumers should approach the sales with careful research rather than impulsive buying, ensuring they genuinely secure the best available prices rather than falling for marketing hype.
