There are some American imports for which we should be thankful. Not Donald Trump, obviously. Other things, though – the motor car, baseball, Dolly Parton, chewing gum, and, erm, crayons.
On the other hand, there are a number of US products we could do without. I’m thinking here of evangelical preachers, sub-prime mortgages and Spam. Then there’s Black Friday.
While this day of frenzied shopping has been part of the American calendar for decades, it’s a recent UK import. Always falling on the day after Thanksgiving (the fourth Thursday of November – so the 25th for us Brits), Black Friday’s hype spirals year after year. Shops promote it heavily, claiming that this day – and this day alone – represents a sales bonanza, and it’s true that it’s now the biggest shopping day of the year.
But a new report by Which? casts doubt on this so-called cheap-as-chips 24 hours. The consumer group says that a whole host of products promoted as being ‘on sale’ were cheaper before or after the event. In fact, 49 per cent of items ‘on offer’ were better value either side of Black Friday.
Which? investigated 178 deals from Black Friday 2015 tracking the daily price moves of 20 popular electrical gadgets on Amazon, AO, Argos, Currys and John Lewis for three months before and two months after Black Friday. It found that just 90 deals were cheapest on Black Friday.
For example, a pledge by Currys to save customers £101 on a Samsung TV was not all it seemed – the £748 price tag was only a pound less than on the eve of Black Friday and it had been on promotion at £699 in September. Meanwhile, AO promoted a £200 saving on a Vax vacuum cleaner at £99. Which? discovered that it had been retailing for £69 the previous day and on average for £96.50 in the three months leading up to Black Friday.
Pete Moorey, the head of campaigns at Which?, said: ‘If you’re thinking about starting your Christmas shopping around Black Friday, do your research as some ‘deals’ may not be all they’re cracked up to be.’
I suspect Which?’s warning will deter few shoppers. So if you’re determined to sharpen your elbows next Friday, here are some helpful tips from the website Promotional Codes.
** Check out online and paper advertisements. This will help to remind you what sales you want to target, and what you really want to buy.
** Use apps while you’re shopping. Even though retailers sell discounted items on Black Friday, there are still online sites offering cheaper products. Compare prices when you’re in the shops.
** Use coupons and vouchers. Don’t take the store’s discount at face value. When applicable, see if the shop will accept a discount voucher.
** Check the returns policy. You’ll probably be buying things in a rush so ensure you are familiar with the store’s returns policy.
** Do your research. By planning ahead, you’ll be able to prioritise what you want to purchase. Plan your trip properly and check store opening times.
Helen Nugent is Online Money Editor of The Spectator
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