Half of Black Friday bargains were cheaper at other times - watchdog
Black Friday bargain hunters have been warned "do your research" after a watchdog found half of last year's so-called deals were cheaper on other days.
Consumer group Which? found that 49pc of the Black Friday offers in 2015 were not the cheapest on the day itself.
A record number of Irish shoppers are expected to go online to source gifts on Friday, November 25.
This is especially true with sterling weakened in the aftermath of Brexit.
But Which? head of campaigns Pete Moorey urged care.
"Shoppers might be surprised to learn that only half of Black Friday deals are actually cheapest on Black Friday.
"If you're thinking about starting your Christmas shopping around Black Friday, do your research."
The watchdog tracked 178 deals on 20 gadgets and home appliances at Amazon, AO, Argos, Currys and John Lewis every day for three months before and two months after Black Friday.
It found that only 90 out of the 178 deals were cheapest on Black Friday.
Argos said: "We offer customers thousands of great deals over the Black Friday period. We certainly do not intend to mislead in anyway. We update our pricing frequently to ensure that we can offer our customers the best deals."
Amazon said: "Six of the eight products that Which? reviewed on Amazon.co.uk last year had our lowest price on Black Friday and, in response to customer feedback, we spread out great deals over several days."
Currys disputed the Which? findings, saying: "We are proud to offer our customers fantastic deals all year round, with prices that are truly transparent and backed by our price promise."
A John Lewis spokeswoman said: "Our never knowingly undersold commitment means we will match our competitors' deals and offers for as long as they run."
AO said: "The internet is the most transparent market place ever created for consumers to be able to compare price and service associated with it and we work hard to be exceptional on both fronts. This has been recognised many times by Which? themselves."
Retail bonanza Black Friday began in the States, with consumers rushing to shops after Thanksgiving. It is followed by another extreme shopping day - Cyber Monday.