Are Black Friday deals real? How to check a price in 60 seconds
Many Black Friday 'deals' have been just as cheap at another point in the year. Here's how to tell a real bargain from hype, wherever you shop.
What the research says
One of the most detailed studies comes from UK consumer group Which?. It followed the prices of 175 home, tech and health products at eight major UK retailers, including Amazon, from May 2024 to May 2025:
- 83% were the same price or cheaper at least once outside the 15 Nov–12 Dec sale period.
- 42% were actually cheaper at some point.
- 68% were the same price or cheaper after the sales, so waiting rarely means missing out.
The retailers differ by country, but the tactics below show up everywhere.
Red flags
- Inflated 'was' prices. The list price or 'was' price is old, or the item barely sold at it.
- Pre-sale price rises. The price goes up a few weeks before and comes back down for the 'sale'.
- Countdown pressure on items that are always in stock.
- Too-good-to-be-true sites. Fake shops and counterfeits spike around Black Friday. Look the company up before you pay.
The 60-second check
- Open the product's Dealizard deal page and look at the price history.
- Compare it with the other stores listed.
- If today's price isn't close to the lowest in the last six months, skip it.
Products worth checking first
Use the price history on each Dealizard page (and the regional /go/ link) before you treat a sale tag as a bargain: