Black Friday discounts fail to offer cheapest prices, Which? research finds

The GuardianTuesday, November 25, 2025 at 6:00:25 AM
Black Friday discounts fail to offer cheapest prices, Which? research finds
  • Research by Which? indicates that Black Friday discounts may not provide the lowest prices, with products from retailers like John Lewis and Very being cheaper outside the November discount period. The study tracked prices of 175 home, tech, and health appliances across eight retailers, including Amazon, over a year, revealing that none of the Black Friday offers were at their lowest in the past 12 months.
  • This finding raises concerns for consumers anticipating significant savings on Black Friday, suggesting that they may be better off shopping at different times of the year. It also challenges the effectiveness of Black Friday promotions, potentially impacting retailer strategies and consumer trust.
— via World Pulse Now AI Editorial System

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