The hype around Black Friday leads some shoppers to make impulse buys they later regret – with many using credit or borrowing from friends and family to fund their purchases, Which? has found.
Which? surveyed 2,000 members of the public to find out how they felt about items they bought in last year’s Black Friday sales and found that the majority who bought something in the 2020 sales regretted their purchases across five of the seven product categories featured.
Three-quarters (76%) of people who bought DIY products in the Black Friday sales later regretted these purchases.
Two-thirds (66%) of people who bought home appliances, nearly two-thirds (64%) who bought baby and child products, six in ten (58%) who bought health and beauty products and more than half (53%) who bought homeware or furniture also said they regretted their purchases.
The other two categories – clothing, shoes and accessories, and tech products – saw half (49%) and four in ten (41%) of shoppers feel regrets, respectively.
Three in ten shoppers (28%) who bought DIY products had to use credit or borrow from friends or family to pay for their goods, because they did not have the funds themselves.
Borrowing because they had no other way to pay was also common among customers who bought baby and child (24%), homeware or furniture (20%) and health and beauty products (20%).
The hype surrounding Black Friday can lead people to make rash decisions, sometimes skipping steps they would usually take before buying, such as shopping around and checking product reviews.
One in five people (20%) who bought home appliances felt pressured to rush into a purchase. These figures were even higher for people who bought DIY products, with 22 per cent feeling pressured.
To guard against any rash purchases, Which? advises consumers to do some research ahead of Black Friday, keeping an eye on prices for any potentially significant purchases before this year’s deals are announced so they have something to compare them to.
Previous Which? research has found that Black Friday deals are cheaper at other times of the year. The consumer champion’s Black Friday deals guide identifies the deals that offer the best discounts and is a helpful resource for shoppers to check during the sales.
If something catches their eye on the day, consumers can also use price tracker websites to help establish if they are getting the best price and check Which? reviews to see if a product is a Best Buy.
Ele Clark, Which? Retail Editor, said:“Our research has found that many people regret Black Friday purchases, as the hype around the sales pushes them to make rash decisions.
“More worryingly, some told us they had to borrow or use credit in order to fund their purchases, which could impact their credit score if they can’t clear the debt.
“Don’t feel rushed into making an impulse purchase. Thinking about what you genuinely want or need to buy in advance of Black Friday, checking product reviews and researching the item’s price history will help ensure you stay within budget and get the best value for money in the sales.”
Shoppers are being urged to do their research before they part with their cash this Black Friday as a new Which? investigation reveals that the vast majority of ‘deals’ are the same price or cheaper before the day itself.
The consumer champion tracked the prices of 219 popular products advertised as ‘Black Friday deals’ across Amazon, AO.com, Argos, Currys PC World and John Lewis and found that almost nine in 10 (85%) of these so-called ‘deals’ were actually cheaper or the same price in the six months before.
In fact, when Which? compared a year’s worth of prices for these products, which included home and tech goods such as headphones, fridge freezers and soundbars, only three (1%) out of the 219 items tracked were at their cheapest price of the year on Black Friday.
Out of the retailers Which? looked at, Currys PC World was the most likely to have its Black Friday ‘deals’ cheaper or the same price in the six months before. This was the case for 47 out of 49 (96%) products.
John Lewis was not far behind with 70 of the 78 (90%) Black Friday deals Which? tracked cheaper or the same price ahead of time.
AO had a total of 38 out of 44 (86%) Black Friday deals included in Which?’s research cheaper or the same price before the big day.
When it came to the Black Friday deals tracked at Argos, Which? found 15 out of 18 (86%) had been cheaper or the same price in the six months before Black Friday.
Amazon came out the best out of the retailers Which? looked at but still had just over half (57%) of products analysed cheaper or the same price in the six months before Black Friday.
Among the examples, Which? found that at Currys PC World a set of Bose Quietcomfort headphones was £249 on Black Friday but had been cheaper or the same price on at least 15 occasions in the six months prior.
Which? found the same problem with a pricey De’Longhi Primadonna Coffee Machine at John Lewis. Costing £1,285 in the Black Friday sale, the machine had been at the same price or less on at least 35 occasions in the six months before, dropping to less than £1,200 on several days in May and June 2019.
Which? also found that at AO a Zanussi fridge freezer was £549 on Black Friday but had been sold at that price on 153 days in the six months before Black Friday – 84 per cent of the time.
While many of the items tracked by Which? had been cheaper or the same price in the six months before Black Friday, price drops were even more widespread after the day itself.
This applied to almost every single product from AO, Argos, Currys PC World and John Lewis included in the analysis and nine in 10 (90%) of the products Which? tracked on Amazon.
Among the sales season duds Which? did uncover a few great deals, including some Bose Soundsport headphones on Amazon that were on sale at £45 on Black Friday 2019, half the maximum price of £90 and, according to Which? data, the cheapest price of the year.
Meanwhile at Amazon, Which? also found a bargain on a Shark Handheld Vacuum cleaner at £97 on Black Friday 2019, just over half the £180 maximum, the cheapest price of the year.
Which?’s research shows that while a handful of offers might be genuine, the vast majority of Black Friday deals are not necessarily cheaper than at other times of the year – and those who hold out a little longer will often end up paying the same price or even less.
Which? is urging shoppers to not be tempted to impulse buy this year, and to make sure they do their research to assess whether the price and quality of the product they are considering makes it the right deal for them. Even if a deal is advertised as time-sensitive, chances are it will not be the last opportunity to buy at that price.
Natalie Hitchins, Which? Head of Home Products and Services, said: “With many of us stuck at home this Black Friday it might be tempting to scour the sales for a bargain, but we’ve found that you could get the same deal – or an even better one – at another time.
“Deals that look too good to be true often are, so don’t fall for time-limited offers and if you are looking for something in particular, do some research first. That way you’ll know a genuine bargain when you see one.”
Which? tracked the prices of 219 popular home and tech products over the course of a year, for six months before Black Friday 2019 and six months after.
The below table shows the number of products tracked and whether they were the same price or cheaper before and after the sales event.
In August 2020, a Which? survey found that 84 per cent of respondents were not planning on buying anything this Black Friday and those who were said they were taking a more considered approach by either tracking prices of coveted items or using price comparison sites.
However, internet industry body IMRG last week reported that the combination of Black Friday discounts and coronavirus restrictions will make November a record-breaking month for online spending in the UK. Their report suggested that online sales were up 61 per cent in the first week of November compared with the same period last year.
Black Friday example ‘deals’
AO -Hotpoint SA2844HIX 60cm 71L Built In Electric Single Oven
You could have bought this built-in oven for £219.99 on Black Friday at AO, but if you’d bought it in the six months prior then you might have saved yourself a tenner – it was £209.99 on at least seven days. In the six months after the sale, it was £209.99 on at least 80 days, and was cheaper or the same price for a total of 134 days after the sale.
AO – Zanussi 178Cm Integrated Frost Free Fridge Freezer ZBB28651SV:
Black Friday price was £549. It was priced at £549 on 153 days in the six months before Black Friday, and was cheaper or the same price on 46 occasions after the sale.
Argos – GoPro Hero7 White Action Cam
This action camera was £129.99 at Argos on Black Friday, and was the same price for the week before the sale day. In February 2020, it dropped to £119 for 11 days before staying at £129.99 – the same as its Black Friday price – until at least the end of May. In total, it was cheaper or the same price as Black Friday on at least 154 days in the six months following the sale.
Currys PC World – Samsung RS50N3513S8 Freestanding American Style Fridge Freezer
Last Black Friday, the silver version of this Samsung Fridge Freezer cost £849 at Currys PC World. Prior to the sale day, it was priced at £799 on at least 15 days – meaning a saving of £50 compared to Black Friday. Following the sale, it was £849 or cheaper on at least 27 days.
Currys PC World – Sonos Playbar Soundbar
This stylish soundbar was £649 at Currys PC World last Black Friday, but had been the same price for at least 19 days in October 2019 too. After the sale day, it was the same price or cheaper on at least 129 days – including dropping to £599 over Christmas and new year, meaning shoppers could have saved £50 by holding out a little longer. For those prepared to play the waiting game, it was priced at £499 on several occasions during April and May 2020 – a saving of £150 compared to Black Friday.
Currys PC World- Bose Quietcomfort 35 Ii Black QC35IIB: was cheaper or the same price as Black Friday on 15 occasions in the six months prior to Black Friday, and 66 days after the sale.
John Lewis – Brother MFC-J6930DW Wireless Inkjet Printer
On Black Friday, this Brother printer was £199.99 at John Lewis. In the six months before the sale day, it had been priced at £199 on at least 79 occasions. John Lewis told us that this was due to its price matching scheme. It was cheaper or the same price on 72 days in the six months after the sale, too.
John Lewis – The De’Longhi Primadonna Elite Experience Bean To Cup Coffee Machine
The silver version of this expensive coffee machine was £1,285 at John Lewis in the Black Friday sale, but had been at the same price or less on at least 35 occasions in the six months before. This included costing less than £1,200 on several days in May and June 2019.
John Lewis – The Sonos Beam Compact Smart Sound Bar with Voice Control, Black, was cheaper than its Black Friday price (£399) on 71 occasions in the six months before Black Friday, dropping to £369 for 14 days in July. It was cheaper or the same price on 184 days in the six months after the sale.
Amazon said: ‘We seek to offer our customers great value thanks to low prices all year round as well as a number of fantastic seasonal deals events. Our Black Friday Sale is about thousands of deals on a huge selection of products from every category across the site, at a time of year when we know saving money is important to our customers. And the best thing about shopping online is that customers can easily compare prices, allowing them to make an informed purchase decision.’
An AO spokesperson said: ‘We offer great deals for our customers all year. Last year’s Black Friday event had over 9,000 fantastic and fair offers for customers and we expect this year to be even bigger.’
An Argos spokesperson said, ‘Our Black Friday event gives customers access to hundreds of products at their lowest ever price. They may also be part of sales and promotions we run the following year.’
A Currys PC World spokesperson said: “We have 1000s of deals in Black Friday every year, and aim to give our customers the best value with over 45% at their lowest price ever this year. Throughout the year we are also continuously price-matching and have additional sales to ensure we keep our promise of amazing tech that is affordable and accessible. Also as we are constantly looking to bring customers the latest and most innovative tech it means over time some of our older products will generally reduce in price as they are replaced by newer technology with improved features.”
John Lewis said: ‘As a participating retailer in Black Friday, we offer hundreds of deals across technology, home, beauty and fashion. In addition to the variety of offers we have instore and online during the promotional period, our Never Knowingly Undersold price promise means that we continuously monitor and match the prices of our high street competitors throughout the year. As such, we offer our customers the best value on the high street all year round, including during the Black Friday period.’
Black Friday shoppers have been encouraged to pay on credit card, do their research before the day and be wary when it comes to some deals this year.
Penny pinching pros from NetVoucherCodes.co.uk have revealed six helpful tips to make a successful Black Friday haul.
Black Friday and Cyber Monday is one of the best weekends of the year to spend money due to the bargain prices many shops offer.
It’s important, however, to stay as safe as you can whilst shopping and to make sure that the deals are actually deals.
A spokesperson for NetVoucherCodes.co.uk said: “Black Friday weekend is one of the best times to buy presents for Christmas, but it can get busy quickly.
“Many shoppers are expected to ditch the shops and buy online this year due to the current coronavirus restrictions, so it’s important to do your research before the weekend.
“By following our tips hopefully you’ll make Santa jealous with your haul of presents, all whilst keeping your bank account happy too!”
These are NetVoucherCodes.co.uk tips to stay safe and have an enjoyable weekend shopping:
1. Make a list
It can be very easy to go blind when you’re confronted with lots of offers. Before Black Friday, make a list of who you need to buy for, or what you want to buy. This will make it more difficult to over buy. You could even have a browse and write down pre-Black Friday prices. Browse around and compare prices, then make a note of the best two websites that stock the products. If it sells out before you have chance to buy it you’ll have a back-up store ready.
2. Social Media
Many brands will be advertising their deals on social media in the lead up to Black Friday. Some may even offer exclusive deals to their followers. If you have the option to follow local stores, this may mean you can enjoy deals exclusive only to individual shops.
3. Start early
Some shops have been known to start their Black Friday deals up to a week before the big day. Sometimes it can pay to buy a few smaller items on these days, so on Black Friday you’ll have more time to trawl through the offers.
4. Be wary
If there’s a deal which looks too good to be true, it probably is. Just because there’s a deal on doesn’t mean you have to buy. It’s easy to think that because an item is reduced on one site then it’s a great deal. It may only be reduced by a small amount or may be even cheaper elsewhere. If you have the time to shop about, do it. Using a price tracking website will let you look at a product’s price history so you can see if it is a great deal or not.
5. Voucher sites
Although some of the offers may seem great already, your bank account isn’t going to say no if you can save even more money! Spend some time going through voucher sites which could help you get even more of a discount on your Black Friday shopping. Write down any codes next to relevant items on your list. This will help speed up the checkout process when it comes to the big day.
6.Card
If you’re planning on making your purchases online, it’s important to consider which card you will be using. If you pay with a credit card or via PayPal you’ll have more protection if anything goes wrong.
Which? is warning of the risk of fake reviews misleading shoppers this Black Friday as new research suggests Amazon is struggling to spot and prevent sellers from using unscrupulous tactics to manipulate their ratings.
Fake reviews are a big problem on many of the world’s biggest websites and Which? has also previously uncovered evidence of fake and suspicious review activity on eBay, Facebook and TripAdvisor.
In the UK, Amazon is a dominant force with Black Friday shoppers. Which? research found 34 per cent of consumers planned to buy something there this Black Friday, compared to 16 per cent at John Lewis and seven per cent at Currys PC World.
In its latest investigation Which? looked at the first page of Amazon listings for some of the most popular Black Friday product categories, including tablets, smartphones and wearables, as well as headphones and mobile phone accessories – where it has previously found evidence of concerning review activity.
Which? uncovered a range of obvious tactics sellers are using to manipulate review ratings. Amazon says it has clear policies that prohibit sellers from engaging in this type of activity, and has mechanisms in place to analyse reviews, but Which? is concerned that its approach is not effective enough. Which?’s experts found:
Blatant evidence of sellers incentivising shoppers to write positive reviews, using free gifts or vouchers. Despite exposing this practice in previous investigations and it being in breach of Amazon’s site policies, this appears to be a persistent issue. In a number of cases the products were also labelled with the Amazon’s Choice endorsement and had comments within reviews such as: “wouldn’t have placed this review but for the fact that I am hoping to claim the free gifts offered by doing so”.
Large numbers of positive product reviews uploaded in a suspiciously short space of time. In one example a pair of Pro-Elec headphones had 1,006 ratings and 4.8 stars despite the listing having only been added less than six months earlier. That’s more than five reviews each day, on average, for a brand that’s unknown outside of Amazon. Of those reviews, 92 per cent were five stars.
Products with a suspiciously high number of review images – Which? research has shown how unscrupulous sellers often ask for images when they request positive reviews on their products. One smartwatch by Willful, an Amazon’s Choice product, had 3,800 images posted alongside the 2,544 written reviews – easily outnumbering the reviews with images left for products by better-known brands – this is more than 60 times the number of reviews with images left on the Apple Watch Series 3.
Review merging – where sellers merge dormant or unavailable products with new or existing product listings as a way to transfer positive reviews from one to another. This included a supposed iPhone 11 adaptor which appeared to share reviews with the popular PS4 video game The Last of Us.
Products with colour ‘variations’ manipulated to create higher numbers of positive reviews – evidence of users leaving multiple reviews, on the same day, by selecting different colour variants, in an apparent effort to evade any systems Amazon uses to detect fake reviews.
An account that had been hacked and used to leave a five-star review – one review of a set of headphones had been updated with a claim that the reviewer’s account had been hacked and used to leave a five star review, a tactic that other people have previously reported to Which?.
With many high street stores forced to shut due to lockdown restrictions, it’s likely that more people than ever will turn to online shopping in the weeks ahead. Which? is concerned that some sellers are seeking to manipulate reviews to increase their prominence in Amazon search results.
Worryingly there also appears to have been a rise in the proportion of suspicious reviews on Amazon in the UK since March’s coronavirus lockdown, according to ReviewMeta data.
ReviewMeta’s data suggests that there was a more than 30 per cent rise in the proportion of unnatural reviews on Amazon between March and August following the first coronavirus lockdown. This means consumers are at risk of being misled given Which? research has found that people could be more than twice as likely to choose poor-quality products online if they have been boosted by fake reviews.
The Competition and Markets Authority (CMA) has previously estimated that £23 billion a year of consumer transactions are influenced by online reviews and many people will be looking to use them as a helpful guide to get a good deal in the sales.
However, Which? believes that firmer action is needed to address the recurring problems caused by fake reviews on online marketplaces and other platforms, so that consumers can shop online with confidence.
The CMA must seek to conclude its investigation into fake reviews with some urgency. If it finds that sites that host reviews are not doing enough to detect and prevent fake reviews and the bad actors that flood their platforms with them – then strong action must immediately be taken to prevent growing numbers of consumers from being misled.
Natalie Hitchins, Which? Head of Home Products and Services, said:“Our investigation has uncovered popular Black Friday product categories that are littered with fake and suspicious reviews – suggesting that deals that look too good to be true often are. This leaves shoppers at risk of being misled into buying poor quality and potentially dangerous products online.
“With people more reliant on online shopping than ever before due to the coronavirus crisis, it’s vital that online platforms step up and do more to protect their users from fake reviews, otherwise the regulator must be prepared to swiftly step in with strong action.”
Which?’s advice on how to spot fake reviews this Black Friday:
If it looks too good to be true…
A healthy degree of scepticism is your best weapon against fake reviews. If a product has an unusually high number of reviews relative to others in that category, especially if these reviews are overwhelmingly positive, you’d be right to exercise caution.
Actually read the reviews
Don’t just trust the overall rating – read some reviews to look for suspicious repetition or signs of incentivisation, and sort by recent reviews to see what new buyers thought. Always check negative reviews as well, to see if there are recurring issues.
Take extra care with brands you don’t recognise
The majority of fake review activity we’ve seen has been on brands that are all but unknown outside marketplaces. If you don’t recognise the brand, check to see if it has a legitimate looking website, with clear contact details. You could even try calling or emailing the seller with a question, to see how quickly they respond.
Be wary of products with lots of pictures or videos
Sellers on Facebook review groups who incentivise positive reviews often encourage people to add photos and videos. Ask yourself, how likely is it that you’d take the time to snap multiple images, or a video, of a product that you’re reviewing honestly?
Report suspicious reviews to Amazon
Consumers concerned about the authenticity of reviews left on a product, when they are looking at websites, are encouraged to report this to the online platform so that it can investigate.
Online fraud victims in Scotland say they have lost an average £1594.42 each
50% of victims say they have had money taken from their bank account, 13% have had their credit and debit cards cloned
A fifth (18%) of shoppers in Scotland say they have been victims of Internet fraud amid continued high levels of online crime and low levels of cyber security.
As Black Friday and Cyber Monday are expected to kick off an explosion in online shopping ahead of Christmas, with consumers expected to spend £8bn on deals, too many shoppers are still not protecting themselves online.
As a result, online shoppers are losing money due to a combination of internet scams, weak passwords and misplaced trust in websites.
New research from Sophos by Atomik Research shows Scottish consumers remain at risk of online cyber-attacks as they make some basic security mistakes:
· Over half (56%) of survey respondents don’t choose a different password for each online account, which makes them easier to attack one step ahead of cyber criminals.
· 15% admit to using family members’ birthdays and pet names as passwords despite warnings that such information is readily accessible online – giving hackers vital clues to access data.
Half (50%) of those surveyed who had been victims of fraud in Scotland say they have had money taken from their bank accounts without permission and 13% have had their credit and debit cards cloned.
Two in five (39%) online shoppers in Scotland say they have clicked on an apparently genuine email link that turned out to be fake and a third (32%) say they have fallen victim to a phishing scam – where cyber criminals trick their victims into handing over user names, passwords and credit card details.
Adam Bradley, UK&I Country Manager at Sophos said: “The proliferation of online shopping over the past few years means it has become increasingly easy for cyber criminals to harvest data and personal information about consumers. Everyone loves a bargain, especially in the run up to Christmas, but Brits online need to make it harder for fraudsters by taking a few, simple online security steps.”
Sophos recommends taking the following online precautions before hunting for bargains over Black Friday and Cyber Monday:
· Use a web filter. Web filters, like the one included in Sophos Home, stop you from browsing to websites that are known to be used for scams, phishing or spreading malware.
· Use a password manager. Password managers create, remember and enter passwords for you, and they won’t enter your password into a phishing site, no matter how convincing it looks.
· If it looks too good to be true, it is. Scams make wild claims and use familiar brands or friends and family to make them seem trustworthy. Stay alert – if something seems off, it probably is.
· Check your bank statements regularly. You can reduce the chance that you’ll become the victim of a scam but you can’t eliminate it, so make a habit of checking how your money’s spent.
