Kantar is predicting that over 60% of people are expected to participate in Black Friday this year, an increase from 57% last year.
Black Friday is still a few days away, but deals have been flying all month. Meanwhile, Amazon put its Echo (2nd Gen) on offer as 39% cheaper on Black Friday, when it had been cheaper on at least 13 occasions before that date.
Nevertheless, the online giant has kicked off its Black Friday event with a number of hot discounts across its first-party hardware. Retailers involved included the likes of Amazon, John Lewis, and Currys PC World, all of which go pretty hard on Black Friday. 61 per cent of products were found to be cheaper (or the same price) for at least one day in the six months running up to Black Friday, and 74 per cent were cheaper or the same price in the six months after the event.
A Forever 21 store advertises sales ahead of the Black Friday sales in London, England.
The De'Longhi Autentica Cappucino Bean-to-Cup coffee machine was priced at £399 by John Lewis on Black Friday.
Which? didn't see any evidence that retailers were breaking any laws, but it's warning that people are at risk of being confused by offers that aren't actually that good.
Which? presented its findings to the major retailers.
"Our Black Friday sale consists of thousands of deals covering a wide selection of products across all categories of the site, at a time of year when we know it's important for our customers to save money". At the launch of our Black Friday previous year, 40% of these products were the lowest price ever recorded. "As such, we offer our customers the best value on the high street all year round, including during the Black Friday period". It found that year-on-year ransomware attacks in the United Kingdom during the seven-day Black Friday week period had multiplied by 12 times last year.