Are Black Friday Discounts Just a Marketing Mirage?

• Many Black Friday deals are misleading, with prices often inflated before discounts are applied.
• To avoid overspending, shoppers should use price trackers, compare retailers, and stick to a set budget.
• Shoppers should also be extra cautious of cyber threats and fake websites, as these risks increase during Black Friday online shopping.

Black Friday, one of the most eagerly anticipated shopping days of the year, often promises massive discounts and enticing deals. However, experts caution shoppers to remain cautious, as many of these discounts may not be as genuine as they appear. Reports indicate that nine out of ten Black Friday deals are available at the same or lower price at other times of the year, raising concerns about misleading pricing strategies designed to create the illusion of savings.

What began as an American tradition the day after Thanksgiving has evolved into a global shopping phenomenon. In the UK, Black Friday now spans several weeks, with Cyber Monday further fuelling the online buying frenzy. The sales period has become a significant driver of consumer spending, with £13.3 billion spent on Black Friday in 2023. This trend is expected to continue into 2024, with similar consumer engagement anticipated.

The Reality of Black Friday Deals

Price inflation leading up to Black Friday has become a common tactic used by retailers. This involves raising prices in the weeks before the sales event, only to lower them again on Black Friday, creating the illusion of a significant discount.

During last year’s Black Friday period (November 20–December 1), researchers from Which? examined 227 products from top UK home and tech stores. Their findings revealed that many so-called “deals” were either no better than regular discounts or based on misleading “original” prices.

A notable example involved a hairdryer at Boots, advertised as being reduced from £49.99 to £18.99 on Black Friday, despite never having been priced at £49.99 in the past year. Another case was a smartwatch at John Lewis, which was promoted at £294 with a £90 discount, yet it had never been sold at £384 the previous year.

Misleading Practices

These findings highlight how companies often exploit customers’ urge to score a bargain. By creating a sense of urgency and exclusivity, shoppers are pressured into making quick decisions without fully evaluating the authenticity of the deals.

Price tracking websites and apps can help consumers determine whether a deal is genuinely worthwhile by providing historical price data. Comparing prices across multiple retailers can also help avoid overpaying for an item that’s simply marketed as a discount.

Tips for Successfully Navigating Black Friday

To avoid falling prey to deceptive pricing or scams, shoppers should approach Black Friday with caution. Key tips for a successful shopping experience include:

• Stick to a Shopping List: Identify the specific items you need and resist the temptation of impulse buys.
• Focus on Quality Over Quantity: Opt for fewer, higher-quality products that offer long-term value and reduce waste.
• Verify Websites: Double-check the retailer’s URL to ensure it’s legitimate, and avoid unfamiliar or suspicious sites.
• Use Price Trackers: Online tools can show price trends, helping you assess whether a deal is truly worth it.
• Check Reviews: Buy from authorised retailers and reputable platforms to ensure product authenticity and reliability.

The Rise of Cyber Risks

As online shopping continues to surge during Black Friday, fraudsters have become more active, creating fake websites and social media profiles to deceive shoppers. To stay safe, consumers should remain vigilant and only shop from trusted, certified retailers. Additionally, using secure payment methods, such as credit cards, can offer added protection in case of fraud.

Ethical Retail Practices

Consumer advocacy groups like Which? have called on retailers to adopt greater transparency in their pricing strategies. Ethical practices, such as maintaining consistent pricing and avoiding inflated pre-sale prices, can build customer trust and enhance the overall shopping experience.

A Smarter Approach to Black Friday

While Black Friday offers the chance for great deals, it’s important to approach it with caution to avoid disappointment or regret. By staying informed and careful, shoppers can confidently navigate the sales period, securing genuine savings and avoiding common pitfalls. Ultimately, the best approach to Black Friday balances excitement with prudence, ensuring that each purchase offers true value.