This is for anyone tempted by the Black Friday sales but unsure whether the discounts are as good as they look. You'll get a simple way to check a deal in a few minutes, and a reminder of your rights if you change your mind.
Black Friday falls on 27 November 2026, but many retailers start their sales well before that. So it's worth having a plan now.
Most Black Friday deals aren't the best price of the year
Consumer group Which? tracked the prices of 175 popular home, tech and health products at eight big retailers for a year around the 2024 Black Friday sales.
It found that 83% of products were the same price or cheaper at least once outside the four-week sales period (15 November to 12 December 2024). And 42% were actually cheaper at some other point.
When Which? compared prices on Black Friday itself with the six months before and after, every single product was the same price or cheaper at some point in that year. None of the deals it checked were at their lowest price of the year on the day.
That doesn't mean Black Friday is a con. Some prices really do drop. But a "deal" label on its own tells you very little.
Be wary of "was" prices and RRPs
The big red "save £X" figure is worked out against a higher price. That higher price is often the weakest part of the deal.
- "Was" prices may not be recent. Which? found some "was" prices dated from 11 months earlier, while 31% of shoppers it asked assumed the higher price had been charged right before the sale.
- RRP stands for recommended retail price. It's the price a manufacturer suggests, not necessarily a price anyone actually charged. In Which?'s survey, only 62% of people knew what RRP stood for.
- In one example, a toothbrush was advertised as "save £25, RRP £50". Which? found the £50 price applied for just 13 days in the six months before the sale, and the product was the same price or cheaper for more than 96% of the year.
The question to ask isn't "how much does it say I'm saving?" It's "is this a good price compared with what this item normally sells for?"
How to check a deal in five minutes
Before you buy anything over a few pounds, try these quick checks:
- Compare the price at other retailers. The same model is often cheaper elsewhere, sale or no sale.
- Look at the price history. Free price-tracking sites such as PriceRunner and PriceSpy, and CamelCamelCamel for Amazon, show how an item's price has moved over recent months. If it's been this price before, there's no rush.
- Ignore the RRP. Judge the price against what shops have actually charged.
- Check the exact model number. Slightly different versions of the same product can make comparisons misleading.
- Check who is selling it. On marketplace sites, the seller may not be the retailer you think. Which? also warns about fake goods, so check who's selling and shipping the item.
If you're not sure, add the item to a wish list or price alert and wait. Prices often come back round.
Decide what you need before the sales start
The best protection against a "bargain" you didn't need is a list made in advance.
- Write down what you were already planning to buy, such as Christmas presents or something that needs replacing.
- Set a price limit for each item and a total for the whole sale.
- Unsubscribe from marketing emails you don't want, but sign up to newsletters or free loyalty schemes for shops you do use, as these can give early access or extra discounts.
A discount only saves you money if you were going to buy that thing anyway. Spending £60 on a "£100" item you didn't plan to buy isn't a £40 saving, it's £60 out of your budget. Our budget planner can help you work out what you can spend this month without dipping into money meant for bills.
If Black Friday spending is part of your Christmas shopping, our guide to planning a Christmas budget covers how to set a total and how to pay for it without a debt hangover in January. There are more ideas on our money-saving tips page.
Your rights if you change your mind
When you buy online, by phone or by mail order, the Consumer Contracts Regulations usually give you a 14-day cooling-off period. It starts when you place the order and doesn't end until 14 days after the day you receive the goods.
There are exceptions, including:
- personalised or made-to-order items
- goods that go off quickly, such as food
- sealed CDs, DVDs or software once you've opened them
- sealed items like cosmetics that you've unsealed, for hygiene reasons
If something turns out to be faulty, the Consumer Rights Act 2015 gives you 30 days from when you take ownership (or delivery) to reject it for a full refund. After that, the retailer usually gets one chance to repair or replace it.
These rights apply to sale items too. Shops' own returns policies for things that aren't faulty vary, so check them before you buy, especially for gifts.
What to do now
- Write a list of what you actually need, with a price limit for each item, before the sales begin.
- Save the items to a wish list or price tracker now, so you can see whether the Black Friday price is really lower.
- On the day, compare prices across at least two other retailers and ignore the RRP.
- Keep receipts and order confirmations, and note when the 14-day cancellation period ends for anything bought online.
Sources
- Don't believe the hype: most Black Friday deals the same price or cheaper at other times of the year – Which?
- How to check if a Black Friday deal is real – Which?
- Can I cancel an online order? – Which?
- Consumer Rights Act 2015 – Which?
This article is general information, not financial advice.