Why Some Black Friday Prices Rise Before They Drop
See how pre-sale price rises inflate discounts and what year-long history to check before buying.
Some retailers lift the reference price for a few weeks, then cut it for Black Friday to make the discount look larger. The "was" price is the older reference price shown next to the sale price. That timing matters because shoppers often judge a deal from the shown saving alone.
A short-term lift can turn a flat price into a striking percentage cut.
Verification note: Program terms and availability can change. This page was checked against linked sources on November 03, 2026.
How a lifted reference price works
U.S. federal pricing guides state a "was" comparison is legitimate only if the former price was actual, regular and substantial, as explained in federal pricing guidance. The same guides treat a price inflated to allow a later cut as a false bargain.
Which? reports in Which? 2025 appliance price tracking that a John Lewis Samsung Jet Bot vacuum sold for £350 on Black Friday 2024.
The same vacuum sold for £299 for 29 days in May–June, then £399 for 35 days and £500 in early October before the November cut. The pattern shows why the discount can grow while the checkout price stays flat. Shoppers see a drop from £500, not a rise from £299.
How often sale prices match earlier prices
Which? tracked 227 home and tech deals across eight major UK retailers during the 20 Nov–1 Dec 2023 fortnight, described in the Which? 2024 Black Friday review.
It found 92% were the same price or cheaper elsewhere in the year, and six in 10 "was" prices lasted less than half the time. Which? later tracked 175 appliances from eight retailers from May 2024 to May 2025.
It found 83% were cheaper or equal outside the four-week Black Friday period, with none cheapest on Black Friday itself.
Why timers and broad sale labels add pressure
AAP reporting on Australia's ACCC sweep of 50 sellers' 2025 Black Friday ads found about half made concerning claims, noted in reporting on the ACCC sweep. The sweep covered inflated "original" prices, narrow "sitewide" sales and resetting countdown timers. Those timers push shoppers to act before they can check history.
A narrow sale label can imply broad cuts while only a few items change price.
How to test a cut before you buy
Which? percentages cover UK appliances and tech at eight retailers over defined windows, not all goods. A year-long price-history tool gives a wider check than the shown "was" price.
Use the same model number at several sellers, not the sale banner alone.
- Save the exact model name before sale week.
- Look back 12 months for the lowest sustained price.
- Compare the same model across several retailers.
- Set a buy price from past prices, then wait if Black Friday sits above it.