JUST one in 20 so-called Black Friday "deals" are cheaper during the shopping bonanza than at other times of the year, an investigation from Which? has found.
Ahead of Black Friday at the end of this week, the consumer group said it had found "few genuine discounts" after monitoring sales pricing around the event last year.
It tracked the prices of 83 products on sale on Black Friday last year - starting from six months before the day itself to six months afterwards.
The consumer champion looked at deals from retailers including Currys PC World, Amazon and John Lewis, and found just four (5 per cent) products that were cheaper on Black Friday than at other times of the year.
Which? found that six in 10 (61 per cent) of the products on offer - which included speakers, soundbars and kitchen appliances - were cheaper or the same price on at least one day in the six months before the annual sales event in November last year.
When looking at the two-week period surrounding Black Friday itself - including sales prices in the week before and after - Which? found that three quarters (74 per cent) of products were cheaper or the same price in the six months after.
While Which? did not find evidence that any of the retailers were breaking the law, the consumer champion is concerned that shoppers are at risk of being confused by Black Friday offers that might not be as good as they sound.
It is urging shoppers to not get carried away by the hype of Black Friday sales and to do their research to assess whether the price and quality of the product they are considering makes it the right deal for them.
Natalie Hitchins, Which? head of home products and services, said: "We have repeatedly shown that 'deals' touted by retailers on Black Friday are not as good as they seem.
"Time-limited sales can be a good opportunity to bag a bargain, but don't fall for the pressure tactics around Black Friday.
"Our investigation indicates that this popular shopping event is all hype and there are few genuine discounts."