Almost all the products on Black Friday can be found cheaper at other times of the year, research from consumer organisation Which? has found.
Only 2% of Black Friday deals offered products at their cheapest price that year, according to analysis of products from last year’s event.
Over 200 deals were analysed by the consumer group during 2022’s Black Friday and found that only five of the products on sale were at their cheapest in the six months before and after the sale day – though some retailers have disputed the findings.
Ele Clark, Which's retail editor, said: "Our research shows that you don't need to feel pressured to splash out on Black Friday as it's rarely the cheapest time to shop.
"Retailers are not unaware of the extra pressure on household finances this year and will be keen to use Black Friday to attract shoppers looking to get the most for their money.”
Some retailers dismissed the findings, claiming that typically there are no promises made that the Black Friday deals will be the cheapest price a product is sold at that year.
Three-quarters of Argos products that were advertised as Black Friday deals were found to be cheaper at other points during the year, making it the worst offending retailer out of the eight analysed.
Argos, which is owned by J Sainsbury PLC (LSE:SBRY), told Which? that only one deal in its analysis was a ‘Black Friday deal’, but the researcher said it found products sections and URLs on its website tagged ‘Black Friday’.
An Argos spokeswoman said: "Which? has leapt to outlandish conclusions, based on just one 'Black Friday' deal at Argos.
"We offer hundreds of great value deals across a wide range of products each year. This does not exclude these items from other promotions and clearance sales in the future.”