How to make sure you're getting a good deal on Black Friday

Whether you're excited for the seasonal sales or absolutely dreading them, it's hard to miss the countless emails and social media adverts on Black Friday deals.

The US holiday - which falls this Friday - has been firmly adopted by UK retailers, and what was once a single day of sales has now spread to the weeks before and after.

Eight in 10 products over the period were cheaper or the same price outside of the four-week Black Friday period, according to research from consumer group Which?, suggesting shoppers could get the same or a better deal at other times of the year.

But if you're planning to buy now, here's how to make sure you get a good deal.

Some retailers raise prices in the weeks before Black Friday, only to drop them again during the "sale", creating the illusion of a steep discount.

Using tools such as PriceRunner or CamelCamelCamel lets you track historical pricing so you can see whether a discount is genuine.

For example, according to Price Runner, the Apple ipad was selling online for £309 on the 19 October. By 10 November it had increased to £391.99. When the Black Friday sales launched on 21 November, it was back down to £309.

This tactic isn't illegal, but it can easily mislead shoppers into thinking they're getting a far bigger discount than they really are, consumer champion, Rebecca Wilcox told Morning Live.

AI can help too, says retail analyst Natalie Berg, host of the Retail Disrupted podcast. "You can ask ChatGPT: 'Show me the best Black Friday deals for a 10-year-old who loves the movie Wicked.' You don't need to trawl through different sites, which can be time-consuming and overwhelming."

Shoppers often hold off buying items in anticipation of a better deal on the day, but none of the 175 products tracked by Which? were at their cheapest price of the year on Black Friday.

Retail analyst Catherine Shuttleworth says holding out could be risky if you want a particular item, with higher costs for shops this year meaning they are less likely to have surplus stock.

"There is a huge risk in that, because the products you want to buy may not be available anymore.

So if you do find the product you're after and it's at a price you're happy with, Shuttleworth recommends buying it - and keeping your receipt. Many retailers will refund the difference if prices fall again. Some companies, like Currys and Argos, offer a Black Friday guarantee.

Start by deciding what you actually need. If you're looking for a specific brand, check their website directly and join their mailing list for early access to their sales.

"The tech is there to help retailers offer more real-time rewards and target their best shoppers," says Berg.

Don't just think about big-ticket items. Some of the biggest markdowns are on everyday items such as quilted toilet roll and dishwasher tablets, Kat Cereda from consumer watchdog Which? told the BBC.

Don't fall for pressure tactics such as "selling fast" or "only two left", which can fuel impulse buying, the competiton watchdog warns.

And if you're spending over £100, then it recommends using a credit card.

"You have legal protection that means you can claim for a refund if the company goes bust, your item doesn't arrive, or if there are certain other problems such as an item being faulty or not as described," says Hayley Fletcher from The Competition and Markets Authority.

Scammers ramp up activity around major events like Black Friday and can take advantage of the urgency shoppers may feel. Fake websites and counterfeit goods often spike during this period, posing as limited-time deals to lure people in.

"If something seems too good to be true or doesn't feel right, it might be a scam. Don't rush your purchase. Research the company you're buying from and be wary of suspicious web links," says Jane Parsons, consumer expert at Citizens Advice.

This year, TikTok shop has become an increasingly popular destination for Black Friday discounts, with brands such as M&S, L'Oréal and Rituals selling directly on the app.

"You can find flash sales not available on a retailer's site," says Berg. "But it's important to check the accounts you are buying from are verified."