Black Friday, a shopping phenomenon that originated in the United States, has become a global event characterized by massive sales and promotions. However, as consumers gear up for this annual shopping spree, retail experts are urging shoppers to exercise caution to avoid falling victim to misleading deals. Recent research has revealed that a staggering nine out of ten offers celebrated during Black Friday might not be genuine discounts. Notably, a study conducted by the consumer organization Which? has shed light on the deceptive pricing practices that are all too common in the retail world.
The study’s findings indicate that many of the promotions advertised on Black Friday are either priced the same or cheaper at other times throughout the year. Sarah Johnson, the director of Flourish Retail, emphasized that some brands engage in manipulation by inflating prices just prior to the sales period. This tactic serves to create the illusion of significant discounts, leading consumers to believe they are getting a better deal than they actually are. As these sales have evolved, they have also expanded beyond just one day. Black Friday now encompasses a range of discounts that may begin weeks in advance and extend through Cyber Monday, further heightening the urgency for vigilant shopping.
According to Which?, shoppers in the UK spent an estimated £13.3 billion during the Black Friday sales of 2023, illustrating the extent to which consumers engage in this retail tradition. However, the allure of huge savings often blinds shoppers to potential pitfalls. For years, retailers were required to maintain a product’s price for at least 28 days before they could adjust it, but that regulation has been relaxed. Consequently, brands can now artificially inflate prices leading up to Black Friday, allowing them to advertise large discounts that are, in many cases, illusory.
In their investigation, Which? analyzed the prices of 227 products during the Black Friday period, specifically between November 20 and December 1 of the previous year. The research targeted several leading home and tech retailers throughout the UK, revealing that many items were available for the same price or even lower on other occasions. One particularly egregious example was a hairdryer sold by Boots, which was claimed to be discounted from £49.99 to £18.99. However, it was found that the hairdryer had never actually sold for £49.99 within the year prior to the sale.
Boots responded to this criticism by confirming that the pricing strategy had been reviewed, stating that the offers of the previous Black Friday were consistent with the prices during promotions and competitive price matching. Similar examples arose from John Lewis, which touted a smartwatch that was allegedly reduced from £384 to £294. Once again, research by Which? found that the smartwatch had never sold at the higher price point previously.
Harry Rose, editor of Which? Magazine, expressed concern at the deceptive tactics employed by retailers, urging them to cease misleading pricing methods so consumers can be fully informed about their purchasing decisions. He also recommended that shoppers take proactive steps by comparing prices across various retailers and utilizing websites dedicated to tracking price histories.
In light of these findings, shoppers are encouraged to take precautions when navigating the Black Friday sales. It’s advisable to maintain a list of desired items to prevent impulse buying. Furthermore, consumers should remain vigilant of prices that seem too good to be true and should thoroughly investigate any online vendors, ensuring that they are legitimate through reviews and authorized seller recognition.
As Black Friday approaches, shoppers should aim to enhance their shopping strategies. By following these recommendations and being aware of the potential pitfalls in retail pricing, consumers can effectively safeguard themselves against being misled and ensure that they capitalize on authentic deals during this major shopping event. In a market replete with festive advertisements and aggressive marketing tactics, knowledge and vigilance will be key to unlocking true value and savings.
