Currys has promised that none of its Black Friday deals have been cheaper in the last six months

The promise arrives following research commissioned by Currys that shows 57% of consumers feel “sceptical” about Black Friday discounts. A further 46% said they have seen items costing less outside of Black Friday.

The retailer said consumer cynicism is likely strengthened by findings from consumer group Which?, as in November 2023, a report found many Black Friday deals from major UK retailers were priced cheaper six months either side of the event.

Currys is now committing to make sure no Black Friday deals have been cheaper in the past six months, with the majority of deals at an even lower price.

The retailer lists the price of a product before it goes on sale, along with the dates it was at its previous price.

Products come with the Currys price promise, which offers a price match against any other UK retailer if customers find it cheaper elsewhere.

Currys chief commercial officer Ed Connolly said: “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 our 3,000+ fantastic deals on the biggest tech brands over the next five weeks.”

Some of their Black Friday deals include £600 off an LG 65-inch smart TV, now down to £1,699, and a Babyliss hair straightener previously priced at £89.99 now down to £34.99.