Experts warned shoppers not to "be carried away by the hype" of the shopping phenomenon after research revealed that nine out of ten products on sale last year weren't the cheapest offers of 2017.

The investigation by Which? magazine found that 87 per cent of Black Friday products analysed by researchers were found to be cheaper or the same price at other times of the year.

British households are expected to spend about £220 each on Black Friday (November 23) this year, adding up to £7billion, according to comparison website Finder.

That's a lot of money to spend just before Christmas so you need to make sure you shop around to find the best deal.

The researchers looked at 94 products sold at Amazon, John Lewis and Currys PC World, and found that the majority of their Black Friday offers weren't as good a deal as they seemed.

Here's how to avoid getting ripped off on Black Friday

    • Check a product's price history using sites like or to make sure you can't get it at a better price another time of year.
    • Write a list. Don't get sidetracked by deals on things you don't need or want. Trust us, your bank balance will thank you later.
    • Check websites like to see if you can get a better deal elsewhere.
    • If you're shopping on Amazon, check CamelCamelCamel to check the product's price history to see if you could get a better one later if you held out. You can also set up price alerts to let you know when the cost drops.
    • Be careful not to impulse buy. Make sure you know the sorts of products you want to buy and how much you’re prepared to spend before you start shopping in the sales.
    • Don’t panic. Don’t worry about missing out on a good offer as our research has revealed that you could be better off waiting until after Black Friday anyway.
    • Find out about offers in advance. Sign up to your favourite retailers’ newsletters for inside tips, or check their social media pages ahead of the sales for any clues or hints to what will be on offer.
    • Download the Which? Reviews app to have Which? in your pocket when shopping in the sales this Black Friday.

    The majority were found to be cheaper at other times in the six months before and after last year's one-day shopping frenzy.

    And almost half, 46 per cent, dropped in price in the six months after Black Friday.

    The researchers found that prices could be up to £150 cheaper before or after Black Friday.

    The investigation looked at 59 deals at Currys PC World, 18 deals from Amazon, 14 deals at John Lewis and three from Argos.

    LG TV 60UJ630V at Amazon, Black Friday 2017: £799, Cheapest Price: December 2017/January 2018 £649

    Fitbit Alta HR at John Lewis, Black Friday 2017: £109.99, Cheapest Price: March/April 2018 £39.99

    49” LG 49SJ810V TV at Currys PC World, Black Friday 2017: £599, Cheapest Price: December 2017 and January/April 2018 £579

    Sony Cybershot HX60B Superzoom at Currys PC World, Black Friday: £189, Cheapest Price: June/July/December 2017 and January 2018 £179

    Alex Neill, Which? managing director of home products and services, said: "The results of our investigation will disappoint many who are expecting nothing but bargains this Black Friday.

    "While retailers are bombarding us with promises of great discounts and time-limited sales, it’s clear that not all deals are as good as they might appear.

    "To bag a bargain, do your research and don’t get carried away by the hype when shopping in the upcoming sales."

    Black Friday is a shopping phenomenon brought over from the US.

    On the day, which is on November 23 this year, shops' prices plummet for 24 hours in an attempt to get people splashing the cash in the run-up to Christmas.

    Find our 'Best Black Friday deals' pages below

    • Beauty
    • Fashion and footwear
    • Food and alcohol
    • Gaming
    • Home and garden
    • Toys
    • Tech
    • Travel

    In the States customers often queue for hours, even days to get their hands on the best bargains.

    The hoards of people are more reserved in the UK, in recent years the majority of Brits opted to shop online from the comfort of their home.

    But unfortunately, the shopping mania has been known to descend into violence in the UK, as people argue over discounted gadgets and appliances.

    But supermarket Asda, which takes credit for bringing Black Friday to Britain, no longer takes part in the 24 hour event.

    This was due to customers wrestling over a television on Black Friday at an Asda superstore in Wembley.

    It is reducing prices in the run-up to the day though, as part of its Green Is The New Black sale.

    Recent years have seen retailers stay open longer or start earlier with special deals to entice customers.

    Each year, big retailers like Amazon, Argos and Morrisons use Black Friday to give massive price reductions to shoppers just before Christmas kicks in.

    Some retailers such as Amazon extend the sale over weeks. Amazon's will run for 10 days in total.

    We pay for your stories! Do you have a story for The Sun Online Money team? Email us at [email protected] or call 0207 78 24516. Don't forget to join the Sun Money's Facebook group for the latest bargains and money-saving advice.

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