Apple holding a 'four-day shopping event' starting Black Friday

Apple holding a 'four-day shopping event' starting Black Friday

Almost nine out of 10 (87 per cent) of products on offer at some of the nation's largest retailers on Black Friday in 2017 were either less expensive or cost the same at other points in the year, consumer body Which? has revealed.

At Amazon, the UK's biggest online retailer and the nation's fifth largest retailer overall, a 60-inch LG TV was advertised at £799 on Black Friday.

Black Friday's origin story is shrouded in mystery, with numerous competing myths circulating around the internet. This year, however, it's holding a four-day event. Count us in. You can grab this HP Pavilion notebook for $330 off starting on Thanksgiving at Staples.com or at a starting on Black Friday.

Sony's Cybershot Superzoom camera (left) was advertised as £189 with a claimed saving of £10 on Black Friday by Currys PC World but was also £10 cheaper at least 27 times before the sales event and 43 times after.

Currys PC World told us that it offers great value on products throughout the year, and offers customers pricing transparency by stating in all channels exactly when a product was available for a higher price.

New research from consumer group Which? has revealed that the overwhelming majority (87%) of products were actually cheaper at other times of the year.

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And remember, prices fluctuate all year round, so don't feel rushed into buying straight away. A John Lewis spokesman said its Never Knowingly Undersold pledge means it cuts prices to match competitors.

The rise of online shopping means the number of customers in stores on Black Friday will be down by 3.7 per cent on the same day previous year, according to analysts.

Find out about offers in advance - sign up to your favourite retailers' newsletters for inside tips, or check their social media pages ahead of the sales for any clues or hints to what will be on offer. Of the products listed above, all were lower in price during December and January when compared to Black Friday.

Nonetheless, the Which? study is good food for thought and a timely reminder not to go too click-happy with your bargain shopping this Black Friday.

In addition to in-store deals, many retailers are also offering massive online sales, some of which are already happening.

Meanwhile, Xbox One S bundles were reduced to £169.99, the Zing Smart X Hoverboard was reduced by £50, Acer laptops were reduced by £110, GoPros came with free accessories (worth over £100), and - cheekily - rival Amazon's own-brand products were price matched.

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