Most of the Black Friday deals promoted across websites and stores are a myth, claim consumer experts.
Research looking at last year's 'bargains' suggested nine in ten were no cheaper as part of the sales event.
Retail analysts are predicting a boom around Black Friday, at the end of this week, with spending totalling some £9billion.
Consumer champion Which? analysed 201 of last year's deals at Amazon, AO, Argos, Currys, John Lewis and Richer Sounds. Some 184 of the products, including popular items such as TVs, were the same price or cheaper in the six months prior to Black Friday.
Retail analysts are predicting a boom around Black Friday, at the end of this week, with spending totalling some £9billion (File image)
At John Lewis, a Zanussi washing machine was cheaper on 88 different days before the event.
Ele Clark, of Which?, said: 'The vast majority of Black Friday deals are not as good as they appear to be, which is why it's so important to do your research before diving in to the sales.'
The six retailers defended their deals