How to Make Smarter Shopping Decisions This Black Friday
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It's that time of year again, retail sites and stores will soon be plastered with banners and promotional material telling you that they have the 'Biggest Black Friday Sale EVER!'... but do they? Really? Again?
My challenge this year is simple: not to get swept up in the chaos of Black Friday. Every November, inboxes explode, price tags flash red, and suddenly everything feels urgent. But how many of those “unmissable” deals are actually worth it?
The truth is, some retailers use Black Friday less as a celebration of savings and more as a marketing event, counting on you to act fast before you think clearly. This year, it’s time to shop smarter, not quicker.
The Truth About Black Friday “Deals”
A lot of so-called discounts aren’t what they seem. Many products quietly creep up in price weeks before the big event, only to drop back to their normal cost on the day. Some retailers also push cheaper, lower-spec versions of well-known products under familiar names.
This doesn’t mean all deals are fake but it does mean you need to look twice before clicking add to cart.
Tools That Tell You If a Deal Is Real
If you only install one browser extension this season, make it one of these:
CamelCamelCamel (Amazon only) – Tracks price history on Amazon, showing if the discount is genuine or just a quick marketing trick.
Keepa – Similar to CamelCamelCamel, but with alerts and detailed pricing graphs built right into your browser.
Honey (now PayPal Honey) – Automatically applies vouchers and promo codes at checkout. It also tells you if you’re overpaying based on recent prices.
PriceSpy – Compares prices across multiple retailers and even shows historical lows so you can spot true bargains.
Together, these tools take emotion out of the equation, turning impulse shopping into informed shopping.
How to Spot a Marketing Bandwagon
Retailers are experts at creating urgency. If you see phrases like “One day only!” or “Ends at midnight!” take a breath. Check if the product is genuinely limited or simply part of a cycle that repeats every few weeks.
Watch for trendy product categories too. When a new tech craze hits (air fryers, massage guns, smart lights, etc.), retailers rush to jump aboard. Often, only a few of those products are worth the hype, and the rest are filler designed to cash in while the buzz lasts.
Tip: Search “[product name] alternatives” or “best version of [product]” on Reddit or trusted review sites. You’ll often find honest comparisons from real users, not marketers.
Buy Cheap, Buy Twice
It’s an old saying that holds more truth than ever: Buy cheap, buy twice. A flashy half-price gadget might seem irresistible now, but if it breaks or disappoints in a few months, you’ll end up spending more in the long run.
Instead of chasing the lowest possible price, focus on value longevity, how long something will serve you well. Paying £20 extra for a durable, repairable, or well-reviewed version can save you frustration (and landfill waste) later.
Making Thoughtful Decisions
Good decisions take a little time and research. Before buying anything, try these three steps:
Wait 24 hours – If it’s still worth buying tomorrow, it’s likely not an impulse.
Check multiple sources – Compare at least three retailers before checking out.
Read the bad reviews* – Positive reviews are easy to find; the negative ones tell you what might go wrong.
Black Friday is built to make you rush, so even pausing for a short while puts you in control.
*BUT watch out for fake reviews! When you're scrolling, watch out for reviews that sound either way too good or super dramatic, that's a big red flag, especially if the reviewer has only ever posted one review. If a product suddenly gets a ton of generic-sounding five-star ratings all at once, just skip it; that's the tell-tale sign of a paid fake-out. Your best bet is to ignore the overall star count and focus on reading the detailed reviews from verified buyers to get the real scoop.
Ways to Save Without the Panic
You can still save big without losing your head over flash sales. Here are some reliable tools and strategies:
TopCashback or Quidco – Earn cashback on purchases across thousands of online stores.
VoucherCodes and HotUKDeals – Communities that surface verified codes, often before retailers promote them.
Price comparison sites – Use Idealo, Google Shopping, or PriceRunner to instantly see which retailer has the best price.
Newsletter perks – Some retailers give genuine discounts to new subscribers; just remember to unsubscribe later.
Set spending limits – If you’re planning multiple purchases, decide your total budget before the weekend starts.
Finally, Go in with a Plan
Sure, you can surf the web looking for a good deal, but you might end up buying something you didn’t really plan on. Don’t get me wrong, some amazing deals are tucked away out there, but most of the time, they’re not what you’re really looking for. So, do your homework!
The Smarter Way to Shop This Season
Black Friday doesn’t have to be a trap. With the right tools and a little restraint, it can be an opportunity to make thoughtful, valuable purchases, the kind you’ll still be happy with months from now.
So this year, skip the “panic-buy” mindset and make your shopping list your own. Because the smartest purchase you can make might just be not buying the wrong thing.
