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The Guardian - UK
The Guardian - UK
Business
Sarah Marsh

Black Friday not the cheapest time to shop, says consumer group

Black Friday Which Amazon Argos Currys
A clothes rail with items reduced as part of a Black Friday event at Footasylum in Liverpool on 20 November 2023.
Customers should not feel pressure ‘to splash out on Black Friday as it’s rarely the cheapest time to shop,’ said Ele Clark, retail editor at Which? Retail. Photograph: Phil Noble/Reuters

Just one in 50 Black Friday deals are at their cheapest price on the day of the sales extravaganza, according to analysis of last year’s event by a leading consumer group.

A study from Which? looking at a range of offers on 25 November 2022 found that only 2% were not available at the same price or cheaper within six months either side of the date.

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