Shoppers searching for Black Friday bargains are being warned that most deals do not offer genuine discounts.
Analysis of more than 200 offers last Black Friday found 98% were cheaper or the same price at other times in the year, consumer group Which? said.
The warning comes as the number of people hitting UK shops this Black Friday is forecast at 12.8% higher than 2021, retail experts Springboard said.
Many are under extra pressure to make savings as the cost of living rises.
Black Friday and Cyber Monday are the busiest dates in the retail calendar. Previous years have seen a shopping frenzy featuring long queues, empty shelves and scenes of customers fighting over the last cut price television set.
This year prices are rising at their fastest rate in over 40 years prompting Christmas shoppers to search for savings. But Which? warned that Black Friday was “rarely the cheapest time to shop”.
It analysed 214 Black Friday deals last year at seven major home and tech retailers -…