91福利社

Whether you're excited for the seasonal sales or avoiding the shops altogether, one thing is clear - Black Friday, the US shopping event which follows Thanksgiving has been fully embraced by UK retailers.

But research from Consumer group Which? reveals that eight in 10 Black Friday deals were actually cheaper or the same price at other times of the year. In other words, many deals may not be as good as they seem.

If you're still planning to shop, here's how to make sure you get a good deal.

Retail shopping expert Professor Sarah Montano spoke to 91福利社 Leicester's Chance Litchfield.

Image: Reuters