Black Friday is rarely the best time to get deals on most consumer goods, according to retail experts. Despite the annual excitement around the shopping “event” – due to take place on Friday this week – few shops and online stores truly offer the cheapest prices to customers.

Research by consumer group Which? revealed that almost nine in 10 offers in last year’s Black Friday sales were available at other times of the year for the same price or cheaper. 

For example, an LG television offered for £799 by Amazon on Black Friday was £150 cheaper at the end of December, while a Fitbit Alta HR sold for £109.99 in John Lewis was cheaper 60 times across the rest of the year.

Alex Neill, from Which?,…

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