Over the last 10 years or so, we have seen a lot of buzz and excitement around Black Friday and Cyber Monday.

According to research conducted by Which? into a selection of deals from last year it seems that the lure of a Black Friday deal isn't all it cracks up to be and that it isn't necessarily the cheapest time of the year to shop.

There is no doubt that retailers are facing increasing pressures, including the cost-of-living crisis, mounting energy bills and supply chain challenges, so I anticipate that there will be a sharp focus on this key date in the retail calendar. Whilst most of the campaigns are already in full swing or ""in the can"", to avoid any headline grabbers about false or misleading practices being associated with their brand, retailers should continue to pay close attention to:

  1. what they are and are not allowed to do under Consumer Protection legislation such as the Consumer Protection from Unfair Trading Regulations 2008;
  2. ensure that they have proper data to prove that their offers are genuine ones.

Doing so will help avoid the time, cost and distraction of answering to complaints and claims - whether by consumers or the regulators - and also avoid being ""named and shamed"" and facing any related fines."

Analysis of more than 200 offers last Black Friday found 98% were cheaper or the same price at other times in the year, consumer group Which? said.