A year-long investigation by Which? revealed that nine in ten Black Friday deals aren't all they seem, raising concerns about the validity of promotional pricing.
Researchers found that for six out of ten deals, the higher price had been in place for less than half the time prior to the promotion.
Which? warns shoppers to verify Black Friday prices, as the research shows misleading advertising practices among retailers that could mislead consumers.
Black Friday has become driven by hype, with consumers spending a staggering 13.3 billion last year, demonstrating the event's significant impact on retail.
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