Are Black Friday sales offers genuine or just marketing and would we all be best to ignore it

25th November 2025

Most Black Friday "deals" are marketing hype. Research shows that the majority of products are either the same price or cheaper at other times of the year. That doesn't mean there are no genuine bargains, but you need to be highly selective and cautious a Which report says.

The Reality Behind Black Friday
Investigations show inflated claims: A Which? study of 175 products in 2024 found that 100% were cheaper or the same price at other times of the year.

Psychological tricks
Retailers use countdown timers, "was/now" pricing, and limited stock claims to create urgency, even when discounts are minimal.

Extended hype: What started as a one-day event now stretches across weeks, diluting the idea of a unique bargain.

Risks and Pitfalls
Scams are rife: UK shoppers lost over £11.5 million to online criminals during the 2023-24 Black Friday period, with average losses of £695 per victim. Fake websites, phishing emails, and too-good-to-be-true offers are common.

Dodgy sales tactics
Regulators like the ACCC and UK watchdogs warn about misleading "discounts" where the pre-sale price was artificially inflated.

False sense of savings
Many "75% off" banners are based on inflated original prices, not genuine reductions.

When Black Friday Can Be Worth It
Targeted purchases
If you've tracked a specific item for months and see a genuine drop, it can be worthwhile.

Big-ticket tech
Occasionally, laptops, TVs, or smartphones do see real discounts, especially on older models being cleared out.

Price tracking tools
Use sites like CamelCamelCamel Amazon price history or Which? price comparisons to verify if a deal is genuine.

For Rural Scottish Communities (like Caithness & the Highlands)
Local retailers rarely benefit
Black Friday is dominated by big chains and online giants. Independent shops often can't compete, and the frenzy can undermine local resilience.

Better alternatives
Supporting local businesses, buying second-hand, or waiting for January sales often yields more value and keeps money circulating in the community.

Ignore the noise
For households managing tight budgets, resisting the hype avoids unnecessary spending and stress.

Black Friday is mostly marketing theatre. Unless you've done your homework on a specific product, you're better off ignoring the hype and focusing on planned, need-based purchases. For communities like Caithness, the smarter move is to channel spending into local shops or verified year-round deals rather than chasing "bargains" that often aren't real.

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