Black Friday Shopping Made Smarter: How to Spot Real Deals and Avoid Costly Traps

Black Friday has grown into one of the busiest shopping moments of the year in the UK, with retailers flooding TV screens, websites, and high streets with promises of “mega savings” and “once in a lifetime offers”. The American post-Thanksgiving tradition has firmly taken root, and millions of shoppers head online or into stores hoping to secure bargains before Christmas. Yet despite the excitement, research by consumer group Which shows that most of these deals are not truly unique. According to their study, eight out of ten Black Friday offers were the same price or even cheaper at other times of the year. That means shoppers could be walking into what looks like a major discount but is actually nothing special.

Check Whether the Discount Is Genuine

Some retailers use a simple but misleading trick. They raise prices weeks before Black Friday, then drop them back to the original amount during the sale period. This creates the illusion of a generous discount when the item has simply returned to its usual price. Websites like PriceRunner or CamelCamelCamel allow you to check the price history of a product, helping you understand whether you are looking at a real bargain. For example, PriceRunner found that an Apple iPad was sold at £309 on 19 October, rose to £391.99 by early November, then returned to £309 on Black Friday. Shoppers seeing the higher number crossed out might think they are saving big when in reality the item is just back to normal pricing. Consumer advocates say the tactic is not illegal but can easily confuse customers trying to find legitimate deals.

Let Technology Make the Search Easier

Digging through hundreds of sites on your own can be exhausting and overwhelming. Retail specialist Natalie Berg says AI can simplify the process. Instead of sifting through pages of discounts yourself, you can ask a tool like ChatGPT to narrow down options that fit your needs. For example, a simple question,, such as asking for good Black Friday gifts for a 10-year-old who loves the movie Wicked can help highlight products without hours of browsing. This reduces stress and ensures you do not overlook better deals available elsewhere.

Buy When You’re Happy With the Price

Many shoppers wait until the last moment hoping for further reductions. However, the Which study found that none of the 175 products it tracked reached their lowest price of the year on Black Friday itself. Retail analyst Catherine Shuttleworth warns that delaying purchases can backfire. This year, due to higher costs and careful stock management, retailers may not have surplus inventory to slash later. That means items could sell out before prices fall again. If you find a product at a price that feels fair, it may be smarter to buy it rather than wait for reductions that may never come.

Keep Your Receipt to Protect Your Wallet

A simple but powerful tip is to always keep your receipt. Many retailers offer price guarantees during the Black Friday period. Stores like Argos and Currys promise to refund the difference if the price drops after your purchase. Even if there is no official price guarantee, most retailers allow returns within a set period. If you notice the price drop within that window, you can return the item and buy it again at the lower price. This gives you flexibility and prevents the frustration of discovering a better deal too late.

Final Thoughts for Smarter Shopping

With so many advertisements and time limited offers, the Black Friday rush can feel overwhelming. The best approach is to stay calm, research prices beforehand and understand that not every discount represents genuine savings. Technology tools can help streamline your search, but the most important habit remains checking prices and keeping your receipt. By combining patience with smart comparison, you can enjoy the sales without falling into common traps and make purchases that genuinely save you money.