As Black Friday approaches, a stark warning has been issued to British shoppers about the true value of the much-hyped discounts. Consumer champion Which? has revealed that the vast majority of products sold during last year's Black Friday sales were actually cheaper or the same price at other times of the year.
The Investigation: Scrutinising Black Friday Prices
Which? conducted a comprehensive analysis, tracking the prices of 175 home, tech, and health appliances from eight major retailers during the Black Friday 2024 period and throughout the rest of the year, from May 2024 to May 2025. The investigation included prominent brands such as John Lewis and Very.
The findings were striking. Experts discovered that 100% of the products analysed at John Lewis and Very were either cheaper or the same price in the six months before or after Black Friday when compared to their so-called 'sale' price.
The Shocking Statistics Behind the 'Discounts'
The data reveals a pattern that challenges the very foundation of Black Friday marketing. Overall, 83% of products were cheaper or equal in price on at least one occasion during the year compared to their Black Friday 'sale' price.
More specifically, 42% of products were genuinely cheaper at least once outside the sales period. The analysis also concluded that 35% of products were actually cheaper after the sale had ended, and a significant 68% were either the same price or cheaper at other times.
Real-World Examples: The Truth Behind the Tags
Which? provided concrete examples that illustrate these findings. A Samsung Jet Bot Robot Vacuum Cleaner was priced at just £299 for 29 days in May and June 2024, compared to its Black Friday price of £350. Although it was advertised as reduced from £500 on the sale day, Which? noted the price had only been at that inflated level since the beginning of October, having previously been £399.
Another example was the Dyson V11 Extra Stick Vacuum Cleaner sold by Very. It was priced at £349 on Black Friday 2024, but maintained that exact same price for 29 days before the sale and 41 days after the event had concluded.
At John Lewis, 94% of products in the analysis that were sold during Black Friday had been cheaper or exactly the same price at other times. In one instance, an item was actually 56% less expensive at another point in the year. The story was similar at Very, where 93% of items were cheaper or the same price around the Black Friday period.
Retailer Responses and Consumer Advice
In response to the findings, John Lewis highlighted its Never Knowingly Undersold programme, which price matches against 25 other brands, even during promotional periods. The company stated: 'Our customers can find brilliant deals with us all year round, but our Black Friday event brings together a unique breadth and volume of offers that can't be found at any other time of year.'
The Very Group commented: 'We're committed to delivering great value across our department store all year round. Promotions are important to our customers and Black Friday is just one of the many key calendar moments when we showcase some of our best deals.'
The overarching message from Which? is clear: shoppers should not feel pressured into making rushed purchases during Black Friday. Holding off on a purchase is unlikely to cause major harm, as chances are high that the same or a better price will be available at another time.
