Black Friday: When a deal may not actually be a deal

As the festive season approaches, so too does Black Friday — a date that’s become synonymous with long wish lists, lightning deals, and the annual scramble to secure a bargain before Christmas. Originating in the United States as the post-Thanksgiving sales day, Black Friday has now firmly taken root in the UK and Jersey – driven largely by online giants such as Amazon and eBay.

Black Friday this year is on Friday, 28 November. But in recent years, the event has expanded far beyond a single day — with some retailers now declaring the entire month ‘Black November’.

While it’s true that there are genuine savings to be made, the Jersey Consumer Council wants to remind shoppers that not every ‘deal’ is what it seems. Clever marketing, pre-sale price hikes, and short-term discounts can all make an offer look more generous than it really is. In some cases, the price you see on Black Friday may be no lower than it was during the summer months.

That’s why now — several weeks before the sales begin — is the ideal time to start tracking prices. Using free tools such as CamelCamelCamel (for Amazon) or PriceRunner (for a range of retailers), you can monitor the price history of the products you’re interested in. These sites show whether the ‘discount’ you’re being offered is genuine — or if the retailer has quietly inflated prices earlier in the year to make a later reduction look impressive.

Do your research early

Planning ahead is your best defence against overspending. Many shoppers get caught up in the excitement of Black Friday and make impulse purchases out of fear that they will miss out. But evidence suggests that most of the best deals are not limited to that one day. In fact, consumer group Which? has found that the majority of products are the same price — or even cheaper — in the weeks following Black Friday.

So, take your time. If there’s a particular product you have your eye on, particularly if it’s a higher priced item such as a TV, smartphone, or home appliance, start checking prices now. Track the item over the next few weeks so you can recognise a real discount when you see one.

Older models, not new bargains

Another important point to remember is that many Black Friday sales focus on older models. Retailers use this opportunity to clear out last season’s stock before the new ranges arrive for Christmas.

That doesn’t mean you can’t find a good deal — but it’s worth checking whether the model you’re buying will still meet your needs a year or two from now. Spending less today could cost you more in the long run if you need to upgrade again sooner than expected.

Avoid hidden costs

When shopping online, be mindful of hidden charges. Delivery fees, import taxes, or added costs for ‘click and collect’ services can all bump up the final price at checkout. Before you confirm your purchase, take a moment to review your basket carefully. Check whether you’re buying from a UK or international seller, and read the small print around shipping and returns.

Know your rights

It’s easy to get swept up in the excitement of a sale, but remember you still have consumer rights. If you buy online, you generally have a 14-day cooling-off period from the day you receive your order. This means you can change your mind and return the item for a refund, provided it’s in its original condition.

Always keep your proof of purchase and make sure you understand the retailer’s returns policy before you buy.

Stay calm and shop smart

The key message from the Jersey Consumer Council as we approach this Black Friday is simple: don’t panic. Take your time, do your homework, and don’t be pressured into buying something just because the timer on a website is ticking down.

With a little preparation and a healthy dose of scepticism, you can make sure that when you do spend your money, you’re actually getting a proper deal.