Black Friday 2025: How to spot real discounts and save smartly

Black Friday has returned with loud claims of massive price cuts and time‑sensitive deals. For shoppers in the United Kingdom, the event is now a regular fixture after Thanksgiving, but not every discount is a true bargain.

Is this really a discount?

Some retailers create the appearance of savings by nudging prices higher in the weeks before the sale, then cutting them for the event. Price history tools such as PriceRunner and CamelCamelCamel let shoppers compare current prices with past levels to judge the deal. For example, the Apple iPad price swung from £309 in October to £391.99 in early November, and back to £309 when Black Friday began. The tactic isn’t illegal, but it can mislead shoppers into thinking they’re getting a much bigger discount than they actually are, according to consumer advocates.

Retail analyst Natalie Berg notes that artificial intelligence can help shoppers identify top deals quickly, without wading through countless sites. As she puts it, AI can guide you to the best Black Friday bets for your needs and save time in the process.

Don’t wait — keep your receipt

Many shoppers delay purchases hoping prices will drop further later. But Which? tracked 175 products and found none were cheapest on Black Friday itself. Catherine Shuttleworth cautions that waiting carries a risk because stock levels are tighter this year. So when you find a product you want at a price you’re happy with, buy it and keep the receipt.

Retailers often offer price guarantees or refunds if prices fall within a returns window. Currys and Argos, for example, run Black Friday guarantees. If the price dips after you’ve bought, you can request the refund of the difference or re-purchase at the lower price within the allowed period.

Stock up on essentials

Don’t overlook everyday items. Some of the sharpest markdowns appear on basics like toilet paper and dishwasher tablets. Start with a needs list, check brands on official sites for early access, and consider joining mailing lists for early deals. The goal is to buy what you’d buy anyway, at a genuine discount.

Beware pressure tactics such as “selling fast” or “only two left” that are designed to trigger impulse buys. If you’re spending over £100, use a credit card to gain protection against issues like non-delivery or faults.

Don’t rush your purchase

Cybercriminals ramp up activity around major sales periods, with fake websites and counterfeit goods rising during Black Friday. If a deal sounds suspicious or seems too good to be true, it likely is. Do your homework on the seller and avoid clicking unfamiliar links.

Platform shifts like TikTok Shop have boosted direct-from-brand discounts, with names such as M&S, L’Oréal and Rituals selling on the app. Verify that accounts are authentic and prefer trusted retailers when possible.

Key Takeaways

• Always check price history to confirm genuine discounts.
• Don’t rely on “today only” pressure tactics—stock can run out quickly.
• Look for real deals on essentials and use price guarantees or refunds where offered.
• Shop with a credit card for extra protection on large purchases.
• Be wary of scams and verify sellers, especially on social platforms.

Expert view

Retail analyst Natalie Berg says AI can speed up deal discovery and help shoppers focus on genuine savings. She adds that verifying discounts across trusted sources remains essential.

Summary

Black Friday can deliver real value, but success hinges on smart shopping habits: verify discounts with price histories, plan purchases around needs, and use protections like price guarantees and credit card coverage. Staying mindful of stock levels and potential scams will help shoppers finish the season with satisfying results.

Key insight: Real savings come from verifying discounts rather than chasing headlines. Source: BBC News