As fashion and beauty categories gain more traction, Black Friday is diversifying from just gaming and tech discounts, resulting in an increased amount of deals. How can consumers be sure they’re getting the best offers?

London, Tuesday 14th November 2017: hotukdeals, the UK’s biggest deal sharing community, saw a 60 percent increase in the number of deals available to consumers during November last year (compared to deals posted on its platform in October 2016), highlighting the huge influx of offers in the marketplace during Black Friday and beyond, as retailers fight for consumers in a bid to increase sales during Q4. With so many deals around at this time how can consumers really know if they’re getting the best deals in an ever-expanding convoluted market? 

Research commissioned by hotukdeals demonstrates a shift in consumer appetite during Black Friday with 25 percent of shoppers looking to purchase fashion items, showing that the focus has moved away from just gaming and tech deals and into other areas*. Other popular items with consumers include beauty and toiletry products (20 percent); toys (20 percent); household electronics (18 percent); smartphones and tablets (17 percent); video games and consoles (17 percent) and TV’s and Hi-Fi equipment (16 percent). 

In a crowded online market place, as the range and number of items on offer during Q4 increases, consumers are subject to advertising messages claiming the best offers making worthwhile bargains harder to identify.

hotukdeals enables its community to vote whether a deal posted on its platform is ‘hot or cold’ (good or bad) based on factors including product quality, the price and the retailer. This voting system, used by consumers for consumers, helps shoppers see through the maze of brand driven adverts and enticement - an important feature during Black Friday, especially with some retailers starting their deals early.  

If a deal is voted hot, consumers know it’s genuine and worth buying and last November the social platform recorded a 20 percent uplift in ‘hot’ deals showing that there are good deals to be found during the Black Friday period. Besides the challenge of navigating through a high amount of deals, the ever-extending sale period within Q4 can also make it difficult for consumers to work out the best time to get the best bargain. Data collected by recording the voting system used by members of hotukdeals has helped establish what to buy and when. 

Consumers looking for discounts on fashion items, home appliances and products for children (such as toys) shouldn’t panic if they miss out on deals during Black Friday, when items sell out quickly, as the highest number of deals for these categories can be found in December. Last year deals in December for these categories were also voted as stronger than those posted in November (based on average deal heat); however, consumers should not ignore Black Friday as a time to buy these items as there are still good deals to be had. For example, one of the hottest deals found by members during Black Friday week last year was for a handheld Dyson, which, according to members, retailed between £129-£170 before the sales event and was down to £89 direct from Dyson**. This was voted 1465º by members. The hottest fashion deal was Nike’s Cyber Monday sale where shoppers could get up to 40% off plus another 30% off with code and FREE delivery, which included fashion trainers and clothes. This deal was voted 1420º. The hottest toy deal was for Build a Bear’s 40% offer, which was extended after the Black Friday weekend with some members advising that this deal was even better than the weekend offer.

For consumers looking for discounts on tech items, November is the best time to find discounts on TV’s and audio equipment, smartphones and computers (such as laptops and tablets), with members of hotukdeals posting the highest number of deals for these categories in this month, compared to the rest of the year. During Black Friday week last year, the hottest TV deal found by members of hotukdeals was for a 50” Samsung 4K Smart TV from John Lewis priced at £489 that was voted 1129º by the community. The best computing deal during Black Friday was for the Amazon Fire Tablet, which was on sale at Amazon for £29.99 (8GB) and £39.99 (16GB), with the post achieving 1615º in terms of deal heat. According to the person who posted the deal, the 8GB version was previously priced at £47.49. For consumers looking for smartphone deals one of the hottest (and best) smartphone deals found by the members of hotukdeals for the same period last year was for a Sim Free Apple iPhone SE (64GB) available in all colours that was down to £379 from £439 at Argos. Members advised that John Lewis also price matched this deal.

Although there are slightly more gaming deals to be found in December, November is also a good time to find discounted gaming items with members of hotukdeals voting a deal for an Xbox Live 12-month subscription offered by GAME for £24.99 at 3307º, as the hottest deal during Black Friday week last year. The hottest (and best) console deal was from ShopTo (via eBay) for a PS4 Slim (500GB) plus two games on offer for £189, which was voted 1577º. According to PriceSpy this console was priced at £226.90 the month before***. The hottest videogame deal was for Titanfall 2 sold by HMV for £19.99, which earned a deal heat rating of 1631º.

To source the hottest Black Friday (Friday 24th November) deals as posted and voted by deal savvy shoppers, consumers should visit www.hotukdeals.com.