(qlmbusinessnews.com Wed. 27th Nov, 2024) London, UK —
How to Avoid Misleading Black Friday Deals and Spot Genuine Bargains.
Retail experts are urging shoppers to exercise caution during Black Friday sales, warning that many deals may not be as good as they appear. Research by consumer watchdog Which? found that 90% of Black Friday offers were either cheaper or the same price at other times of the year.
The findings suggest some retailers inflate prices in the lead-up to the sales event, only to advertise significant discounts that are often misleading. Sarah Johnson, director at Flourish Retail, explained, “Previously, brands had to establish a price for 28 days before changing it, but this rule no longer applies. This allows them to create the illusion of large discounts.”
Questionable Discounts Highlighted.
An analysis of 227 products sold during the 2022 Black Friday period (20 November to 1 December) revealed questionable pricing practices at some of the UK’s biggest home and tech retailers.
For example, a hairdryer advertised by Boots as reduced to £18.99 from £49.99 had not been sold at £49.99 at any point in the previous 12 months. Similarly, a smartwatch at John Lewis was promoted as discounted to £294 from £384, but Which? found it had never been sold at the higher price during the preceding year.
Boots and John Lewis defended their pricing strategies, citing internal promotional reviews and pricing policies. John Lewis highlighted its price-matching promise, “Never Knowingly Undersold,” as a measure to ensure competitive pricing.
Consumer Spending and Precautions.
Black Friday, traditionally the day after Thanksgiving in the US, has evolved into a global sales event spanning several weeks. In 2023, UK shoppers were estimated to have spent £13.3 billion during Black Friday sales.
To avoid being caught out, Harry Rose, editor of Which? Magazine, advised consumers to compare prices across multiple retailers and use websites that track historical pricing. “This ensures you’ll recognise a genuine bargain when you see one,” he said.
Retailers Urged to Act.
Consumer advocates have called on retailers to eliminate misleading pricing tactics to restore trust in Black Friday promotions. Until then, shoppers are being encouraged to approach deals with a healthy dose of scepticism.
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