Consumer group Which? magazine is asking people to research the best deals in advance of buying goods on Black Friday.
The retail shopping frenzy, falling on Friday November 25, is back for the 6th year in a row with figures set to beat last year's record, when £1.1 billion was spent online in 24 hours alone.
However Which? has revealed that 49% of products on offer were in-fact cheaper in the months leading up to and following Black Friday despite 92% of shoppers claiming that they believed they had got a good deal on the products they bought.
Almost half the deals that Which? looked at were cheaper on another day, suggesting that companies strategise around consumer habits in order to stretch out and make the most of their money. Only 8% of Black Friday deals ended up being cheapest on the day itself in 2015, so it may be worthwhile doing some research and waiting until Cyber Monday orin you can hold out, Boxing Day.
Anti-consumerists have begun a protest called 'Buy Nothing Day', which has now spread across over 60 countries, urging for a shopping detox. They outline that for 24 hours consumers should 'switch off from shopping and tune into life', whilst also making a commitment to support local independent shops. The protestors also describe large businesses as 'bullies', who push consumers into buying materialistic products that they believe they are getting at a good price.
Electronics are almost always on reduction, although cosmetics and fragrance are also a big contender with Debenhams estimating to take over half their week target of £200,000, on Black Friday alone.
So before you rush into impulse-buying a discounted tablet or go-pro, make sure you research whether or not you are getting the best for your money.