Black Friday 2018: Nine in 10 'deals' are cheaper at other times of year, study finds

TVs, cameras and fitness trackers among items that can be bought for a better price

research suggests that many discounts may not be as good as they first appear (AFP/Getty Images)

Almost nine in 10 products on offer during Black Friday sales are available cheaper at other times of the year, a study suggests.

Consumer group Which? tracked the prices of 94 popular products, including TVs, cameras and fitness trackers, that were on offer over Black Friday 2017, from six months before until six months afterwards.

It found that 87 per cent of products were cheaper at other times of the year.

Alex Neill, Which? managing director of Home Products and Services, said: “The results of our investigation will disappoint many who are expecting nothing but bargains this Black Friday.

“While retailers are bombarding us with promises of great discounts and time-limited sales, it’s clear that not all deals are as good as they might appear. To bag a bargain, do your research and don’t get carried away by the hype when shopping in the upcoming sales.”

Among the items Which? Found could be picked up for a better price outside of the Black Friday weekend was that the a 60” LG television advertised at £799 by Amazon during the promotion that was £50 cheaper on at least 62 occasions after Black Friday and dropped a further £150 for at least four days at the end of December and beginning of January.

The Sony Cybershot HX60B Superzoom compact camera was advertised as £189 (save £10) on Black Friday by Currys PC World, but was found to be £10 cheaper in June and July last year and then again in December and January.

The results suggest consumers should be careful about attributing too much value to discounts which may not be as good as they first appear.

Despite the findings UK shoppers are expected to spend billions on the Black Friday period.