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Majority of last year’s Black Friday deals on technology and home goods could be found at the same price or cheaper
SHOPPERS are being warned that Black Friday "deals" may not be what they seem.
An investigation by Which? found that six in 10 deals were cheaper or the same price at other times in the year.
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Consumer group Which? tracked the prices of 35 of the most popular tech, home and personal care products that were featured at the annual sales frenzy in 2016.
It found that 60 per cent of products discounted on Black Friday were cheaper or the same price at other times during the year.
Deals investigated included the popular Neff Slide and Hide oven - as featured on the Great British Bake Off - but also smart TVs, posh coffee machines, and even an electric toothbrush.
The Neff Slide and Hide oven from Currys PC World was one of the worst deals, according to Which?.
The retailer claimed that it was a good deal, at £494.99, down from £599.99 - but it was actually cheaper for at least 113 days of the year.
It was also £45 cheaper just three weeks later.
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While a Samsung 55 inch Smart 4K Ultra HD curved TV, was "save £400, now £849" - but it was at least £50 cheaper at least 29 times and the same price at least 7 times.
A DeLonghi bean-to-cup coffee machine looked like a bargain last Black Friday at £349 in Currys/PC World, down from £729.99.
But Which? data showed that it sold for £579.99 for nearly three weeks when the ad claimed it was selling at £729.99.
Additionally, it remained at the Black Friday price for almost all of December.
An Oral B electric toothbrush from Amazon was advertised as "save 26 per cent: was £40.49, now £29.99".
This sounded like a good offer, until you realise it was £5 cheaper on at least two days in July.
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Lastly, a 49 inch LG TV was advertised in Argos at £499 with the tagline "our lowest price" was £4 cheaper a week later and another £16 cheaper at the end of December.
Alex Neill, Which? managing director of home products and services, said: “Our research shows that although Black Friday can offer some great discounts, not all offers are as good as they seem.
“It’s easy to get swept along by the hype and excitement on the day, so we recommend doing some preparation and research to help make sure you really are getting a good deal when shopping in the sales.”
A spokesperson for Amazon said: “We offer many thousands of incredible deals around Black Friday representing millions of pounds of savings for our customers across a vast selection of products.”
An Argos spokesperson said: “Black Friday is a fantastic event which allows customers to choose from thousands of products which offer great value.
"This does not exclude these products from other sales or promotional activity at other times of the year.
"We regularly review our prices to make sure we’re giving customers the best possible value whenever and wherever they shop with us.”
Our tips for finding the best deals this Black Friday
IT might be tempting to dive in and snap up LOADS of items on Black Friday and Cyber Monday, but here’s how you can guarantee you’re getting a good deal.
PREPARE Make sure that you do your research BEFORE Black Friday hits. Research the items you want to buy and find out the cheapest price. Websites like PriceSpy, PriceHistory and CamelCamelCamel will give you historical data on prices so you can see how much you should pay.
SAVE Add items to your online shopping basket or save the links to your bookmarks to revisit on the day.
GET FOLLOWING Follow your favourite shops on Twitter, Facebook and Instagram and sign up to its deals newsletter to get the latest on any offers. We post the best deals in our too.
EARN CASHBACK Check websites like Quidco and TopCashback BEFORE you place your order. Cashback websites PAY you to shop. All you have to do is click through their links and the money is added to your online account, usually within 14 days.
A spokesperson from Currys said: “We are bemused as to why a long established consumer focused organisation such as Which? would think that it is untoward for retailers to reduce prices on some items to a point lower than it had been in November.
"The Black Friday sales period has become an established part of our promotional calendar alongside January Sale and Bank Holiday weekend offers.
"Currys PC World alone featured around 4000 products reduced as part of the Black Friday period and we make no apology for reducing some of them even more after that period.”
When is a deal not a deal on Black Friday?
More about Black Friday 2017
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