'No cheaper' truth about Black Friday at Amazon, AO, Argos and John Lewis View Image

Eight in 10 products advertised as Black Friday deals are the same price or cheaper at the other times of the year, an annual study by Which? suggests. The watchdog compared prices on 175 home, technology and health appliances from eight major retailers – Amazon, AO, Argos, Boots, Currys, John Lewis, Richer Sounds, and Very – for six months either side of Black Friday last year to find that 83% were cheaper or the same on at least one other date outside of the four-week sales period.

On the day of Black Friday itself, Which? found there were no deals at all that were at their cheapest of the year. At John Lewis, Which? found that 94% of the products it analysed were the same price or cheaper at other

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