Think you're getting the cheapest deals by shopping on Black Friday? You may be mistaken, according to new research.
Which? claims major retailers such as Amazon, Argos and Currys may have sold some of last year's most desirable gadgets and appliances at lower prices in the weeks before and after Black Friday.
When Black Friday fell on 27 November last year, 12% of the deals were more expensive than they had been in the three months leading up to the event - and in the two months that followed, 38% could have been found at a lower price.
That means eager shoppers who have camped outside stores through the night could have saved themselves a lot of effort.
Which? tracked 178 deals on 20 types of products - and also alleges it found "numerous" examples of AO and Currys breaking Government guidelines by inflating the "was" price on products to make deals look more attractive.
Pete Moorey, Which? head of campaigns, said: "Shoppers might be surprised to learn that only half of Black Friday deals are actually cheapest on Black Friday.
"If you're thinking about starting your Christmas shopping around Black Friday, do your research as some 'deals' may not be all they are cracked up to be."
Both AO and Currys have denied breaking advertising rules by inaccurately displaying discounts.
A Currys spokesman said: "We are proud to offer our customers fantastic deals all year round, with prices that are truly transparent and backed by our price promise.
"We fundamentally disagree with the approach taken by Which? in this report and comply fully with the Government's Pricing Practices Guidance, displaying a clear date from when the 'was' price was taken, allowing customers to make a fully informed decision."
Amazon said six of the eight products reviewed by the watchdog on its website had the lowest price on Black Friday - and explained it often spreads out deals over several days.
Argos explained that it did not intend to mislead customers in any way, and said it updates its prices frequently to ensure customers are getting the best bargains.
Black Friday falls on 25 November this year, and Which? is urging consumers to shop at retailers with price promises, as it means they could get a refund if their product drops in value in the weeks after a purchase.
Other tips include comparing prices in the days leading up to the day of discounts, and holding off for better prices if they are not convinced by the deals on offer.
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