A study by Which? found that 90% of Black Friday deals are actually cheaper or the same price at other times of the year, revealing retailers' deceptive pricing tactics.
Of 224 products analyzed, 60% maintained original prices for less than six months leading up to Black Friday; some prices were never valid in the past year.
Which? cautions that Black Friday promotions are misleading, as the 'was' prices do not reflect actual past sale prices, undermining perceived savings for consumers.
Last year, consumers spent £13.3bn during the Black Friday shopping period, emphasizing the need for vigilance against inflated discount claims from retailers.
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