Press coverage showing that many Black Friday deals are cheaper at other times of the year could contribute to consumers staying away from physical stores this week.
Consumer rights publication Which? tracked Black Friday prices for a full year since 2017, revealing that just 13% of deals were their cheapest-ever price on Black Friday, with 87% of Black Friday deals the same price or cheaper at other times of the year.
The publication gathered prices across popular tech, home and personal products from Currys PC World, Amazon, John Lewis and Argos.
The research showed that 46% of Black Friday deals were cheaper in the six months after Black Friday, while 36% were the same price as Black Friday deals at other times of the year.
The findings prove that Black Friday doesn’t always fulfil its basic premise of offering unbeatable savings. Consumers don’t like having the wool pulled over their eyes and could make their dissatisfaction known by staying away from the high street on Black Friday (23 November), over the weekend and on Cyber Monday (26 November).
Despite this, more than 42% of UK consumers plan to make Black Friday purchases this week. GlobalData forecast Black Friday sales would grow 3.1% year-on-year, a faster rate than the UK retail market for the whole fourth quarter.