What's happened
Recent reports reveal most Black Friday deals are not at their lowest prices, with many products cheaper outside the sales period. Retailers rely on marketing hype, and shoppers are advised to research before buying. The story highlights ongoing concerns about the true value of Black Friday discounts.
What's behind the headline?
Critical Analysis
The articles collectively expose a pattern where most Black Friday deals are not at their lowest prices, with data from Which? and other sources showing that 83-94% of products are available at similar or lower prices outside the sales period. Retailers like John Lewis, Very, and Amazon are highlighted as frequently offering deals that are not significantly better than regular prices, undermining the event's reputation.
This reveals a strategic shift by retailers to create a sense of urgency and hype, rather than offering genuine discounts. The practice of using recommended retail prices (RRPs) to inflate perceived savings further erodes consumer trust. Meanwhile, some brands, such as Richer Sounds, demonstrate more authentic discounts, suggesting that genuine deals still exist but are less common.
The timing of Black Friday has expanded, with early deals and extended sales, diluting the event's exclusivity. Experts like Martin Lewis advise consumers to be cautious, emphasizing that waiting or researching can often yield better savings than rushing into purchases based on marketing hype.
Overall, the story indicates that Black Friday's reputation as the best time for bargains is increasingly questionable, and consumers should approach deals with skepticism, prioritizing research and patience to avoid overpaying.
What the papers say
The coverage from The Guardian, The Independent, and Which? provides a consistent critique of Black Friday deals, emphasizing that many are not at their lowest prices. The Guardian highlights that 83% of products were not cheaper during Black Friday compared to other times, with examples like Samsung vacuum cleaners and washing machines showing price fluctuations throughout the year. The Independent echoes this, noting that 94% of John Lewis products and 93% of Very's deals were available at similar or lower prices outside the sales period. Both sources stress that retailers often use inflated RRPs to make deals appear more attractive.
Business Insider UK offers a different perspective, focusing on the ongoing promotional strategies of brands like Vuori and the importance of discounts on activewear, which are less about deep discounts and more about promotional offers. They also highlight that some brands, such as Vuori, are opting for gift-with-purchase promotions instead of sitewide sales.
Meanwhile, the reports from NY Post and Sky News reinforce the idea that consumers should be cautious, with Sky News citing that 94% of products at John Lewis were not at their lowest prices, and NY Post emphasizing the extension of Black Friday deals into Cyber Monday and beyond. The articles collectively suggest that while genuine discounts exist, the majority of deals are inflated or not as advantageous as they appear, urging consumers to research thoroughly before making purchases.
How we got here
Black Friday, originating in 1960s Philadelphia, has become a major shopping event, often lasting weeks. Retailers promote significant discounts to attract consumers, especially in the lead-up to Christmas. However, recent investigations suggest many deals are not genuinely discounted, raising questions about the event's value and marketing tactics.
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