Retailers mislead shoppers with false Black Friday discounts
- A consumer investigation revealed that most Black Friday deals are not cheaper than prices at other times of the year.
- 92% of analyzed deals from major retailers were either the same price or cheaper previously.
- Shoppers should compare prices across retailers to avoid being misled by false discounts.
In a recent investigation by the consumer group Which?, it was revealed that many retailers including Boots, John Lewis, and Currys have been employing misleading pricing tactics during Black Friday. This analysis found that 92% of the deals analyzed were either the same price or cheaper at other times of the year. The findings suggest that retailers manipulated 'was' prices to present misleading savings, with even more troubling incidents where certain prices were never charged in the past year. Harry Rose, editor of Which? Magazine, advised consumers to exercise caution and compare prices across various retailers. Responding to the allegations, retailers have stated that they have since reviewed their pricing approaches in light of these reports to improve transparency and fairness in their promotions.