With exactly a week until Black Friday, millions of bargain hunters are gearing up to hit the sales, either online or in store.
However, shoppers should pause to think about what they're buying after new comprehensive research for This is Money shows the event doesn't usually offer the best deals within a two month period.
The American import that falls on 23 November this year - but often stretched for a week or more by some retailers - promises to deliver the biggest discounts on the public's favourite brands.
But a large proportion of items on 'sale' are actually cheaper a month either side of the event, data from product price comparison website Idealo shows.
Offers: Only TVs and video games were found to be cheaper over the Black Friday weekend
When comparing the average price of popular products on the 2017 Black Friday weekend, items such as smartphones, tablets, games consoles and vacuum cleaners were all found to be more expensive on the day, as opposed to four weeks either side of the event.
Research found that electronic devices were the most sought after items on Black Friday with smartphones topping the list of most wanted products.
However, Idealo says the average price of a smartphone was actually cheaper four weeks after Black Friday at £427.75.
On the Black Friday weekend, it was £10 more expensive at £437.18.
For the leading smartphones, only the Samsung Galaxy S8 was typically cheaper to buy on Black Friday last year, with the iPhone 8, iPhone X and Google Pixel 2 all found to be lower in price either side of the event.
| Product | iPhone 8 | iPhone X | Google Pixel 2 | Samsung Galaxy S8 |
|---|---|---|---|---|
| Price four weeks before Black Friday | £602 | £999 | £632 | £522 |
| Price on Black Friday | £613 | £965 | £629 | £487 |
| Price four weeks after Black Friday | £606 | £949 | £624 | £513 |
| Source: Idealo |
Idealo found the average price of items - including smartphones - by comparing the costs of the top 20 products that are bought on Black Friday, both four weeks before the event, in October and four weeks after, in December.
This is based on all the retailers listed on Idealo selling the product on that day.
The number of retailers the data trawls varies from one product to the next but typically consists of at least eight.
Games consoles, tablets, bluetooth speakers and vacuum cleaners also featured in the top 20 most popular items but, yet again, all four were found to be less expensive a month either side of Black Friday.
| Product | Vacuum cleaners | Games consoles | Tablets | Bluetooth speakers |
|---|---|---|---|---|
| Price four weeks before Black Friday | £218.63 | £206.04 | £441.18 | £208.30 |
| Price on Black Friday | £234.35 | £207.91 | £408.06 | £171.76 |
| Price four weeks after Black Friday | £218.47 | £230.31 | £407.67 | £170.23 |
| Source: Idealo |
Vacuum cleaners were at their cheapest four weeks after Black Friday, typically costing £218.47, whereas they were £234.35 on the day, costing shoppers an extra £15.
Idealo looked at number of different models from a range of retailers to come up with the cost.
It is likely in the example of a vacuum cleaner that people are not typically hunting for a new vacuum cleaner just before Christmas.
Tablets and bluetooth speakers were also cheapest four weeks after but games consoles were cheaper four weeks before, with the cost of the devices rising dramatically after the Black Friday weekend.
Katy Phillips, of Idealo, said: 'The best advice to follow when it comes to getting the best deals for big-ticket items on Black Friday is to not restrict yourself to Black Friday in the first place.
'Start researching prices early, set price alerts in advance of Black Friday so that if a deal crops up that meets your budget, you'll get a notification, and if not, you've still got a few weeks of observing the prices in order to bag a bargain.'
A few products were cheaper on Black Friday itself but even those tended to be reduced by marginal amounts.
Televisions were one of the only items that came back as being substantially reduced on the day.
Idealo compared prices of 20 TVs, which were a mixture of sizes, from 24 inches to 65 inches, and found that the average price of a TV on Black Friday was £972.16.
This is compared to sets costing on average £1,101.34 four weeks before the event and £1130.91 four weeks after -sizeable savings.
This is said to be due to stores cutting prices of the big-ticket items to attract customers and get the much-needed footfall in their stores, which in theory boosts overall Black Friday sales.
Phillips added: 'Many shoppers naturally believe the hype surrounding Black Friday and are seduced by the big-ticket deals, however our advice is to stay savvy all year round and continually compare prices to unearth even bigger bargains.'
However, a growing number of high street stores are turning their back on the Black Friday sales with B&Q announcing this year that they are 'abandoning' the date in order to stick with their year-long low prices.
This decision was helped by research for the DIY store that discovered the atmosphere created by limited time offers left a quarter of shoppers feeling stressed and anxious.
House of Fraser and Selfridges will also be trading as normal with Primark, Marks and Spencer and Ikea continuing as they have on previous years and not taking part.
Even Asda, one of the first shops to bring the Black Friday shopping event to the mainstream in 2013, has dropped the event altogether.
A contributing factor to this decision could be due to the supermarket making headlines a couple of years ago after shoppers stampeded stores to snap up cut price televisions on Black Friday.
| 1. Smartphones | 11. Vacuum Cleaners |
| 2. Games Consoles | 12. Outdoor Jackets |
| 3. Video Games | 13. DSLRs |
| 4. Sports Nutrition | 14. Aftershave |
| 5. TVs | 15. LEGO |
| 6. Trainers | 16. Running Shoes |
| 7. Womens Perfumes | 17. Fitness Trackers/Sports Watches |
| 8. Speakers | 18. Smartwatches |
| 9. Tablets | 19. Dolls |
| 10. Headphones | 20. Fridges |
| Source: Idealo |
The store received negative exposure and customer feedback revealing that the atmosphere made the experience both stressful and unpleasant.
An Ikea spokesperson said: 'Our ambition is to offer everyday low prices all year round, which is why we don't take part in temporary discounting events.' A similar response was given by B&Q.
Both Primark and Marks and Spencer have also confirmed that they don't participate in Black Friday as they aim to offer value for money all year round.
Deal: The iPhone X was found to be cheaper four weeks after the Black Friday weekend
Next, who trialed the event last year, will not confirm whether they will be taking part this year but have said that no products from this season's collection will be reduced on the day.
One such reason stores may choose not to participate in the event is the high rate of returns from shoppers.
Many feel pressured to buy deals on the day and later realise that they actually didn't need or want what they purchased.
For many, however, the reason for avoiding the sales is simple.
What started out as a one day event for customers to bag themselves a bargain has, in some cases, turned into a month-long affair - and appetite has waned
For example, Superdrug started offering their health and beauty card members access to Black Friday deals from November 7, a whole two and a bit weeks before the event is due to start, contradicting the point of having just a single day to shop at discounted prices.
Amazon's Black Friday deals also last a whole two weeks. Now that it has been proven that items are often not cheaper over the weekend, it is no surprise that stores are choosing to map their own route and stick to low costs all year round.
Richard Hyman, a veteran retail adviser, said: 'Black Friday has probably been the most stupid retail import from the USA this country has ever seen.'
Nine out of 10 Black Friday items cheaper at other times of the year
Further research from Idealo found that nearly all items could be found cheaper at different points around the year.
They compared prices of over 20,000 products over a 12 month period and discovered that some of the best selling products on Black Friday were substantially less expensive on different dates.
Below are the top 10 product categories and how much shoppers can save by buying the items at alternative times of the year.
It suggests, for example, that the best day to buy a DSLR camera is 5 September, according to its historic data
The only item that was cheaper on Black Friday was laptops:
1. Drones - £149 cheaper on 26 September
2. Headphones - £37 cheaper on 17 August
3. Lego - £31 cheaper on 17 July
4. Laptops – lowest price of the year is on Black Friday
5. Smartphones - £72 cheaper on 5 August
6. DSLR cameras - £160 cheaper on 5 September
7. Games consoles - £65 cheaper on 25 October
8. Vacuum cleaners - £29 cheaper on 23 April
9. Tablets - £70 cheaper on 24 May
10. Washing machines - £60 cheaper on 27 October
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News Pictures Many popular Black Friday products are far cheaper at other times of the year data shows
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