“It’s been 84 years”. Well, not quite as long as Rose’s tenure between returning to the Titanic, but it does feel like that whenever November rolls around.
I’m Abha, the Deputy Shopping Editor of The London Standard. I’ve been working Black Friday events for this fair publication since 2019, finding the best deals and offers to ensure readers aren’t wasting their money.
Ask any of my friends and they’ll tell you: I shrink at the idea of wasting money. I always shop around for the best broadband deal, my phone bills are for SIM-only and I’ll rummage in the wardrobe for another layer before I go anywhere near the thermostat. Oh, and if there’s a genuinely good deal to be had, I won’t shut up about it.
Yet even with my natural-born penny-watching ways, I too have had my head turned by Black Friday deals. Every year, the event swells with more brands, services and retailers tripping over themselves to join in the action - and to the shopper goes the spoils. This does also mean that there’s a lot of noise out there, but I’ve developed a sonar-like ability to spot a good deal from bad.
Here are my golden rules for smashing Black Friday 2024.
Make a list and a budget
It’s easy to get sidetracked by incredible-sounding deals the closer we inch to Black Friday (this year it’s on November 29), but if you’re on a mission, don’t deter from it until you’ve checked off everything on your list. Whether you’re preparing for a new baby, want to nail New Year resolutions or looking to stretch your Christmas shopping budget, Black Friday has it all.
If you know you want a certain brand or model, note that down. If you don’t mind about labels, then a generic list will give you more flexibility (and bag you greater savings along the way). Make a separate column noting down how much you plan to spend on each item to keep from overspending and obliterating your budget.
On our dedicated Black Friday page, you’ll find deals ordered by type: tablet computers, furniture, TVs and the like, and organised by brand - Amazon, Currys, John Lewis, Boots, etc - to make it easier to shop generally.
Check (the savings) twice
Black Friday means stiff competition between retailers and undercutting is rife. If one retailer catches wind of a lower price on the same product at a competitor, they’ll do what they can to bring their own price down. As a shopper, you can use this price war to your advantage to get the best deal for your wallet.
Don’t forget that it’s not just savings at stake here. Clever retailers might throw in freebies like free delivery and returns, extended warranties or a free gift, boosting the overall value of your purchase - even if the actual prices are neck and neck.
Consider competitor brands
If you’re considering splashing out on expensive items like white goods, big pieces of furniture or a mattress but you’re not tied to a certain brand, you’re in pole position, because it means you can really shop around.
Jot down non-negotiables and desirable features to help you narrow your search. For instance, if you’re looking for a new vacuum cleaner, decide if you want a cordless model, if it needs to come with special tools to clean your car or stairs, and if it will fit the storage place you’ve designated for it. Got nervous pets or small children in the house? Add something that won’t make an almighty din to your must-have list. Along with your budget, you’ll whittle down the options and make choosing easier.
Think ahead
Aside from Black Friday, Christmas is the one dominating event at the end of any year, but mindful Black Friday purchases can continue to pay off well into the New Year.
Smart shoppers use the bargain bonanza to pick up presents, decorations, food and drink and home goods even though they may lay unused for a few months. Need a tent for a summer festival or it’s high time to replace your last-legs BBQ? Shopping for off-season goods can net you a heap of savings (just ensure you have room to store it first).
Don’t forget that Black Friday deals extend to more than products alone. I’ve picked up restaurant vouchers that are worth double, discounted flights to Europe and the Middle East, and cut-price theatre tickets in Black Friday sales past.
Check the small print
From return and use-by dates to expiry times, it’s always worth double-checking the finer details before committing to a purchase, especially when shopping adrenaline is running high.
If you’re buying a service, make sure you will have time to use it or book it before the sale becomes void. For products, check when you need to make returns if you’re not satisfied. Think twice about an unbelievably cheap deal with a ‘no-returns’ policy: there’s probably a catch to consider before you part with your cash.
Don’t wait
With retailers racing each other to get your Pound Sterling, there is a temptation amongst shoppers to wait to see if prices get even lower. It’s a risky strategy: don’t forget you’re not the only one eyeing up a good deal. If the product sells out, you’ll have lost out altogether, which may not be so bad if you’re just window shopping but can leave you kicking yourself if you’ve been waiting all year for the price to drop on a new set of headphones, laptop or coffee machine.
My advice? Make your move as soon as you’re happy with the discount and resist the temptation to check back to see if the price has dropped even more. You’ll only wind yourself up, and besides, you paid a price you were happy with - revel in it.
This goes double for flash sales, when you have a limited time to buy goods at a certain discount. Chances are these events are a one-off; there won’t be a repeat opportunity - well, not until next year anyway.
Whether this is your first time shopping the Black Friday sales or you want guidance from a team you can trust, The Standard’s Shopping team is at your service. From now until the event ends on Cyber Monday (December 2), we’ll bring you the best deals news.
When the bonanza officially kicks off, our Live Blog will tell you about flash sales, incredible deals and discounts you can’t miss.
See you at the start line!
