Which? looked at the prices of 94 products over the year, and is reporting that 87% were cheaper at some point before or after the event, suggesting that Black Friday as the deals period of the year isn't always true.
Millions of Americans this year will wake up at the crack of dawn the morning after Thanksgiving to take advantage of some of the massive sales deals offered on one of the biggest shopping days of the year. Moreover, as Black Friday promotions push earlier into November, even the distinction between shopping on Black Friday and the days beforehand is becoming less apparent.
Black Friday started out in the U.S. where it is marked on the Friday after Thanksgiving.
Apple's event will start 23 November (Black Friday) and will last until 26 November (Cyber Monday). Is anyone surprised to hear that something might be available cheaper in the January sales than it is before Christmas has happened?
Sony's Cybershot Superzoom camera (left) was advertised as £189 with a claimed saving of £10 on Black Friday by Currys PC World but was also £10 cheaper at least 27 times before the sales event and 43 times after.
A John Lewis spokesperson said that prices are matched throughout the year as part of the chain's Never Knowingly Undersold commitment.
An Argos spokesperson said: "During Black Friday our customers benefit from a huge range of deals on a wide range of products, all at the same time".
All the retailers that were included in the investigation gave a reply explaining their approach to Black Friday.
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So what's the secret?
Sign up to your favourite retailers' newsletters for inside tips, or check their social media pages ahead of the sales for any clues or hints to what will be on offer.
The consumer group picked up on four specific examples of products that were discounted more at other times of the year.
Tech insiders have put the Huawei MateBook X Pro in the running for the best laptop in the world this year, but its £1k+ price tag has alienated some buyers.
In previous years, we've also found rubbish products on sale over the Black Friday weekend - don't get duped in to buying a dud and check our reviews before parting with your cash.
That makes a lot of sense, showing in the United Kingdom that there is still appetite for further shopper discounts in the January sales on certain items, despite them getting a Black Friday reduction.
Still, retailers often save the very best promotions for Black Friday (often starting on Thanksgiving) and Cyber Monday.
Amazon usually plays host to good deals on video games and video game hardware, and this Black Friday 2018 is no exception.