As Black Friday approaches, a leading deals expert has set out practical advice to help shoppers save money during the biggest online retail surge of the year.
Oliver Weeks, who heads the deal communities business unit at Atolls, oversees well-known bargain-finding platforms such as Hotukdeals in the UK, mydealz in Germany and Dealabs in France. These sites highlight top offers from across the web and on the high street, all submitted and assessed by a large community of deal hunters.
“Black Friday can genuinely be a good time to grab some bargains, but you’ve also got to know how to spot a good deal. Not every Black Friday discount is a good one,” Oliver said.
Below, Oliver offers guidance on how to identify worthwhile discounts this Black Friday season.
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Prepare early and decide what matters: “Before any sale starts, identify the products you actually need or want. Creating a specific list helps you stay focused and avoid impulse buys that you might regret later.”
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Keep track of pricing: A low price doesn’t always reflect real savings. “One thing I suggest is setting up keyword alerts on Hotukdeals for the products you’d like to buy and tracking their prices over the next few weeks ahead of Black Friday on November 28th. Use browser extensions or price-tracking websites to see an item’s price history and verify that the discount is genuine.”
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Don’t rely solely on the day itself: “Many retailers now kick off their Black Friday deals and sales events before the day itself; some start already in early November. Therefore, start your research now, get a good idea of the prices of the products you’d like to buy, and regularly check for deals from early November through to early December.”
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Understand retailer psychology and compare before purchasing: “Online retailers are experts in using psychology to create a sense of urgency and encourage you to purchase. Tactics like countdown timers or “low in stock” alerts are designed to pressure you into buying quickly without fully considering the purchase.
“Another common technique is price anchoring, where a higher “original” price is shown next to the sale price to make the discount seem more substantial than it is. The best approach is to recognise these tactics, take a moment to think, and compare the offer with other retailers to ensure you’re actually getting a good deal and not just being rushed into a decision.”
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Look at user reviews and the wisdom of the crowd: “A heavy discount on an unknown brand can be tempting. But it’s worth always checking recent user reviews and product ratings to ensure the quality matches the price. If you find a deal on Hotukdeals, you’ll also often find wisdom in the comments users leave on deals.”
Amid the flood of promotions, Oliver argues that community-driven platforms make it easier for shoppers to separate value from hype.
He said: “Through Hotukdeals, we collate up-to-date information, links, and insider tips so consumers can make an informed choice about where to put their money. The Hotukdeals community has been sharing the best deals on Black Friday and, indeed, throughout the rest of the year for more than two decades now, and in that time, we’ve grown to tens of millions of monthly users.
“We’ve seen a clear shift where shoppers are now more informed than ever, actively seeking validation from the community before purchasing. I am proud of the work we do to get through the noise and help people shop with transparency and trust.”
