Black Friday fever

THAT FRIDAY FEELING

Bargain hunters will be out in force towards the end of the month as Black Friday fever sweeps the retail market. But what’s it all about?

It was once the term used to describe the day when American workers would call in sick so they could extend Thanksgiving into a long weekend, but it is now more associated with a global shopping phenomenon.

Black Friday, America’s high-octane version of our Boxing Day sales, will again explode on to the UK’s hardpressed retail sector on November 27, although in reality the first shots in the discount price war may be fired somewhat earlier and continue well past Cyber Monday, reputedly the busiest online shopping day of the year.

However, restrictions imposed following the second wave of the Covid-19 pandemic may see a drastic reduction in footfall, so expect the phrase ‘slow-moving traffic’ to relate to your broadband rather than the roads as bargain hunters let their fingers do the walking on the web to secure the best deals.

This year analysts are expecting bigger reductions than normal as retailers try to make the best of what has been a pretty dismal year; certainly the notion that Black Friday was coined to describe the day shopkeepers tried to get back “into the black” will certainly have a harsh element of truth to it.

Traditionally, tech, electricals and gadgets are the big winners over the period – certainly online giants Amazon and high-profile retailers such as Currys PC World and Argos shifted huge numbers last year – although all-rounders such as John Lewis and Very have flexed their muscles and brought clothing, furniture and other lines into the picture – the latter reporting more than 92.5million online visits in 2019.

Last year, toys and games consoles, particularly the Nintendo Switch, proved popular and this year is not likely to deviate from that trend as the PS5 and Xbox Series X come on to the market, with their predecessors expected to come almost gift-wrapped in bargain bundles.

Big-ticket items such as 4K TVs with HDR support could see some promising discounts as 8K sets have started to work their way on to the shelves. As an indicator, one of the big sellers last year was a Philips Ambilight 75inch 4K Smart TV which had its price slashed by almost £600.

And it’s no surprise that the likes of Apple launch new mobile phones in early autumn to offer a slight discount for Black Friday, although the iPhone 12 delay may just cloud the issue this year and could affect iPhone 11 deals. Ah well, there always good deals on fans’ favourites like AirPods. In short, if a new product has been launched, you’re likely to find older models carrying hefty discounts. And if the main online retailers are offering good deals, you can expect the shops to wade in with a competitive alternative.

Elsewhere beauty products and non-electricals may continue to increase in popularity as more brands look to take advantage of passing interest from savvy shoppers who have

one eye on Christmas. But it would be a brave man who bets against technology-based items being the hot sellers.

So, how do you get the best deals on Black Friday? Simple. Do your homework… and be flexible.

Industry insiders say some retailers gradually increase prices from August through to October, so they can offer ‘amazing’ discounts towards the end of November, something which is particularly prevalent in expensive consumer electronics such as TVs or laptops. If you’ve been tracking a particular item, you’ll know what the maker’s recommended retail price will

be and can recognise if it’s a bargain.

And that is also where you need to keep your options open. It’s best to keep in mind the features you want, rather than a specific model number which may not be discounted while an almost identical set with the spec you want, probably will be.

However, don’t be fooled into thinking that something which looks like a five-star set-up is the same but cheaper – certain elements, often screen quality or image processing, might be inferior.

As for snapping up a Black Friday bargain, your consumer rights should be the same as when shopping at any other time of the year, although it may pay to be aware of return policies and warranty periods.

And also only shop with retailers you trust. If a deal seems too good to be true, you might just be on the wrong website.