How to spot a fake Black Friday deal
Black Friday 2026 falls on Friday 27 November, with Cyber Monday on 30 November. Here's how to tell a real saving from a "sale" that's just the normal price with a red label.
The short version
Independent price tracking has shown, year after year, that most Black Friday "deals" can be found at the same price or cheaper at some other point in the year. When Which? tracked 208 discounted products at eight big UK retailers for six months either side of Black Friday 2022, only five were at their lowest price on the day itself.
That doesn't mean every Black Friday deal is fake. Some are genuinely good. It means the discount label on its own tells you very little.
1. Check the price history, not the "was" price
The single most useful thing you can do is look at what the product has actually sold for over the last few months. A "was £299, now £179" banner only matters if £299 is what people were really paying recently.
Price-history tools such as PriceSpy and PriceRunner show this for many products. On Amazon, some product pages now show a price history chart next to the price. If the "deal" price is the same as it was in September, it's not a Black Friday deal.
2. Be wary of "RRP"
An RRP (recommended retail price) is set by the manufacturer, and some products are almost never sold at it. A big "percentage off RRP" can look impressive while being close to the normal selling price. Compare against the shop's own recent price instead. Our guide to "was" prices and RRPs explains this in more detail.
3. Don't let a countdown rush you
Countdown timers and "only 3 left" messages are designed to stop you comparing. Which?'s research found the same price is often available again in the weeks after Black Friday. If you'd only buy it because the timer is running out, take a breath and check first.
4. Check it's the same product
Some Black Friday bargains are a slightly different model: an older version, a cut-down spec or a bundle without the accessory you wanted. Check the full model number against the version you've been looking at.
5. Compare a couple of shops
Big-name products are often discounted at several retailers at once. A quick search for the exact model number can show whether the "exclusive" price is really that special. Some retailers also offer price matching.
6. Decide what you want before the sales
The best Black Friday purchases are things you'd already planned to buy, at a price you already know is good. Make a short list now, note today's prices, and you'll know instantly whether a deal on the day is worth it.