Currys launches Black Friday promise that no product will have been cheaper in last six months

Black Friday is a major retail event for cash-strapped Brits facing ongoing economic uncertainty, experienced through expensive bills, high mortgage rates and major Christmas expense on the way. But over the years, consumers have lost confidence with more than half (57%) saying they feel sceptical about discounts offered during Black Friday. The research, commissioned by the UK’s largest tech retailer Currys, reveals there are issues in terms of the public’s trust in the event, with 46% maintaining they have seen items costing less outside of Black Friday.

Consumer cynicism is likely cemented by the findings of Which?. In November 2023 the consumer group published a report which found many Black Friday deals from major UK retailers were available at a cheaper price six months either side of the event.*  While Currys was a retailer with a comparatively low number of lines falling foul of this rule, the results were sobering nonetheless and shined a light on why consumers are feeling so cynical.

Today, Currys reveals that it has listened and improved, implementing a minimum standard rule that no Black Friday deal will have been cheaper at any point in the last six months. Furthermore, Currys confirms the majority of its deals are at an even lower price than they’ve been in the past six months.

Working with consumer champion Angellica Bell, the tech giant calls on the UK retail industry to join them, embrace the same minimum standard and Save Black Friday.

“With the cost-of-living crisis still biting for families up and down the UK, we’re proud to be the first major retailer to commit to a minimum standard for Black Friday deals. We’ll be applying this rule to all of our3,000+ fantastic deals on the biggest tech brands over the next five weeks,” explains Ed Connolly, Chief Commercial Officer at Currys.

“We have joined forces with consumer champion Angellica Bell to add extra scrutiny to our process and to help persuade other retailers to follow our lead. We believe, without industry wide commitment to a transparent, minimum standard, there is a risk that trust erodes further and Black Friday will simply fizzle away.”

Angellica Bell, consumer champion, adds: “The on-going campaign for retail transparency and fairness to the consumer is so important, especially at this time, so I commend Currys for reacting so decisively to its findings on Black Friday Deals. Black Friday is meant to be beneficial and cost-saving for people and I agree with Currys that it needs to be protected. Hopefully other retailers will follow suit and embrace a new minimum standard moving forward.”

Currys will have over 3,000 Black Friday deals live this year, and not one of them will have been cheaper in the last six months. In addition, the majority are at an even lower price than they’ve been in the past six months.

To ensure customers can shop with confidence, Currys lists the price a product was before it went on sale, along with the dates it was at its previous price, both in-store and online.

All products also come with the Currys Price Promise, which offers a price match against any other UK retailer, online or in store, if customers find it cheaper elsewhere. A price match can be claimed by customers as they purchase, or even if they up to seven days later. Terms and Conditions apply, please see here.

Savvy shoppers can get four months Apple TV+ with any transaction at Currys over Black Friday*. With no minimum purchase, customers can even buy just a pack of batteries to take advantage of the offer.

On top of these savings, the Currys Cash for Trash initiative helps shoppers save even more. By bringing in a piece of old tech in store to be recycled, customers receive a minimum £5 voucher that can be put towards their next eligible tech purchase (minimum £25 spend to redeem).

Shoppers can also save with Currys perks with benefits such as discounts on entertainment, shopping and more.

Top 12 Black Friday Deals from Currys