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Black Friday discounts fail to offer the cheapest prices, it has been warned. 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. The retailers included Amazon, AO, Argos, Boots, Currys, John Lewis, Richer Sounds, and Very.

Which? analysed the retailers for six months either side of Black Friday last year to find that 83 per cent were cheaper or the same on at least one other date outside of the four-week sales period.

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On the day of Black Friday itself, Which? found there were no deal

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