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Last updated: September 28, 2026
Black Friday (November 27, 2026) and Cyber Monday (November 30) are the biggest tech-shopping days of the year, and also the days when “was $299, now $179!” means the least. In the UK, the consumer group Which? tracked 175 Black Friday deals across eight major retailers, including Amazon’s UK store, for a full year. It found that 83% were the same price or cheaper at other times of the year, and none of the deals it checked were at their lowest price on Black Friday itself. Here’s how to tell a real tech deal from a fake one.
Why So Many “Deals” Aren’t Deals
- Inflated “was” prices. A product is listed at a higher price for a short time so the “sale” price looks like a big drop.
- Special Black Friday models. Some TVs and laptops are made in versions sold mainly during the holidays, with cheaper parts than the model they resemble. Different model number, different product.
- Old stock. Last year’s model at a “discount” can still cost more than it’s worth once the new one is out.
- Countdown pressure. “Only 3 hours left!” timers push you to buy before comparing.
7 Ways to Spot a Real Discount
- Check the price history. Free price trackers such as camelcamelcamel (for Amazon) and Keepa show what an item has actually sold for over months. If today’s “deal” matches last month’s normal price, it isn’t a deal.
- Compare the exact model number. Copy the full model number, not just the name, and search it at two or three stores. This also catches special Black Friday versions.
- Ignore the “was” price. Compare to the typical price. What matters is how today’s price compares to what the item usually sells for.
- Compare at least one other store. Our picks now include a second store where it’s cheaper; for example, many of our smartwatch picks have a “Compare New on eBay” button.
- Check the release date. A big discount on a model that’s about to be replaced may be fine, but know that’s what you’re buying.
- Read recent reviews, not just the star rating. Look for complaints from the last few months about quality or fakes.
- Know the return policy. Many retailers extend holiday returns into January. Confirm before you buy, especially from third-party sellers.
What Usually IS a Good Black Friday Buy
- Retailer-brand and big-brand devices that are discounted on a set schedule every year, like streaming sticks, smart speakers and tablets.
- Earbuds and headphones from major brands, which often hit their lowest prices of the season.
- Smartwatches from the previous generation, once the new models are out.
Even for these, check the price history. Prices often match or beat Black Friday during Amazon’s October sale event, around Cyber Monday or in January clearance.
What to Be Careful With
- “Doorbuster” TVs and laptops with unfamiliar model numbers. Compare specs line by line with the regular model.
- Too-good-to-be-true prices on name brands from unknown websites. These can be fake stores. See our guide How to Spot a Fake Online Store.
- Refurbished or open-box items labeled in small print. They can be great value, but know what you’re getting. Our guide Refurbished vs. New Electronics explains when it makes sense.
- Extended warranties pushed at checkout. Often not worth it. See Should You Buy an Extended Warranty on Electronics?
A Simple Game Plan
- Now: make a short list of what you actually need, with exact model numbers.
- October: set price alerts in a free tracker and note each item’s normal price.
- Black Friday week: buy only when an alert shows a price below that normal price.
- After: keep receipts. Some stores will match a lower price during the holiday period, so ask.
Planning your whole season? Start at our Holiday Shopping Center and our Black Friday and Cyber Monday 2026 Shopping Guide. Shopping online during the rush? Our sister site Secure4Peace’s Holiday Safety Center covers scams and package theft.
Shopping for a TV? First read how to spot a cheaper “special” Black Friday TV model. Then see our Black Friday TV Deals 2026 watch list with September baseline prices.
Shopping for a laptop? See our Black Friday Laptop Deals 2026 watch list, with seven laptops and a simple rule for spotting a real deal.
Want picks beyond tech? Our Black Friday 2026 Watch List covers Tech, Home, Kitchen and Travel.
FAQ
Is Black Friday or Cyber Monday better for tech?
They overlap heavily, and many deals run all week. Your price tracker matters more than the day.
Are Amazon’s Black Friday prices real?
Some are genuine lows and many aren’t. In the Which? study of UK retailers, 88% of Amazon’s Black Friday deals it tracked were the same price or cheaper at another point in the year. Check the price history of each item.
Should I wait until after Black Friday?
If you don’t need it for a gift, January clearance and new-model launches can bring equal or better prices. If it’s a gift, buy when your tracker shows a true low.
The Bottom Line
The discount percentage on the tag means very little. What matters is today’s price compared with what the item normally sells for. Track prices now, compare exact model numbers across at least two stores, and ignore countdown timers. Do that, and you’ll catch the real deals while everyone else is paying “sale” prices that aren’t.