More than 90% of Black Friday deals were the same price or cheaper in the six months before the sales event last year, a consumer association has found.
An investigation by Which? told shoppers to make sure the discounts were "truly genuine" ahead of this year’s sales.
It said 184 out of 201 items from six retailers, which included Amazon and John Lewis, were priced the same or cheaper before Black Friday in 2020.
Trading standards warned a deal "may not be what it’s all cracked up to be".
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