New research from consumer group Which? has revealed that the overwhelming majority (87%) of products were actually cheaper at other times of the year.
Many Black Friday 2018 shoppers will be avoiding the crowds and searching for bargains from the comfort of their own home.
We compared this data with the price of the products on Black Friday itself. Apple is advising users to mark their calendars for the upcoming four-day shopping event that starts this Friday.
Many sources, however, suggest the name originated in Philadelphia in the 1950s and 1960s.
Black Friday will take place this Friday, November 23 and will be followed by the lesser-known Cyber Monday on Monday, November 26. Is anyone surprised to hear that something might be available cheaper in the January sales than it is before Christmas has happened?
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Which? also found that it was also cheaper by £10 or more at least 43 times in the six months following Black Friday (including 33 days in December and January). A John Lewis spokesman said its Never Knowingly Undersold pledge means it cuts prices to match competitors.
Responding to the investigation, Amazon insisted that thousands of "incredible deals" available on its website around Black Friday represent "millions of pounds of savings" for customers.
An Argos spokesperson said: 'During Black Friday our customers benefit from a huge range of deals on a wide range of products, all at the same time. This does not exclude these products from other promotions'.
Though Amazon is practically overflowing with Black Friday 2018 sales, the bulk of the items featured in the retailer's Black Friday 2018 ad focuses on electronics and other Amazon-branded devices.
Black Friday, a day of pre-Christmas discounting borrowed from the United States, is officially on 23 November, but several major retailers including Amazon, Argos and Currys PC World have already begun their sales campaigns.
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So what's the secret?
Do your research - Look at the price on previous days to make sure you really are getting a good deal and don't always trust reviews you find online.
Tech insiders have put the Huawei MateBook X Pro in the running for the best laptop in the world this year, but its £1k+ price tag has alienated some buyers.
Although there are some bargains out there, Which? advised shoppers to do some research before rushing out to buy on Black Friday. Again, it typically doesn't do much for Black Friday - let alone Cyber Monday - so it'll be interesting to see what it has planned this year.
If a deal looks too good to be genuine, then it probably is. This includes Amazon, which have a tonne of video games on offer at reduced prices.
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