November 28, 2023, 1:33 pm | Read time: 5 minutes
Black Friday is over, and now it’s on to Cyber Monday or Cyber Week. Numerous (online) retailers are throwing around discounts and sale stamps. But is every discount really a bargain? Not really, says TECHBOOK editor Isa Kabakci.
The pre-Christmas shopping days are eagerly awaited to make important purchases. Many try to secure a highly sought-after product at a top price. However, not all buyers are successful, as the discounts often don’t meet expectations. TECHBOOK editor Isa Kabakci is also disappointed with this year’s Black Friday and shares his opinion on the shopping event.
Beware of the MSRP on Black Friday
Thirty percent, 40 percent, even 50 percent off a product. That’s how various retailers advertised their products before and on Black Friday this year. But are these discounts really worth it? I doubt it. Of course, there are still Black Friday deals that are worthwhile, but most sales are not true bargains.
As a reference price for their advertised products, almost all retailers use the manufacturer’s suggested retail price (MSRP). These are usually set very high and are not listed during “normal” times.
To make the discount appear as high as possible, the MSRP is usually used as the comparison price. When the new Black Friday price is given, which is often only a few euros (if at all) below the normal price, the percentage discount appears quite high. On comparison sites like Idealo, you can track the price development of products and often see that the price for a product was even lower before Black Friday. Simply put, the average savings are very minimal to almost nonexistent.
Top Products, Few Discounts
The iPhone 15 series was just recently released. Naturally, you can’t expect a hefty discount, but the smartphones should be offered at a slightly lower price. That was the case with the iPhone 15–but not on Black Friday.
Even before Black Friday (November 24), there were various sales offers. Most shops started with discounts on November 17. And when was the iPhone 15 available at its cheapest? Not during Black Week and not on Black Friday, but well before. According to Idealo, the lowest price for the iPhone 15 was on November 14 at 750 euros. After that, the price rose again and has since remained consistently between 800 euros and 900 euros. Waiting didn’t pay off.
There were also no top discounts on well-known brands. Apple was very frugal in this regard. For example, there was virtually no discount on the AirPods Pro 2, nor on the Apple Watch models.
Moreover, smartphone fans hardly got their money’s worth. Strong discounts on Samsung, Xiaomi, Honor, etc., were nowhere to be found. Most discounts amounted to only a few euros. In some cases, many products were even cheaper a few months earlier.
Read also: Black Friday is coming! What consumer advocates advise buyers
Withings ScanWatch 2 Discounted – Over €100 Off with Coupon
Discount Apps in Supermarkets – Why Customers Often Spend More Than They Save
Conclusion from TECHBOOK Editor Isa Kabakci
As mentioned earlier, I believe Black Friday was disappointing. I didn’t plan to make a major purchase, but I would have liked to buy a tech gadget or two–if they had been discounted. I was also frustrated several times when I saw that some of my desired products were available for less well before Black Friday. I also find the method of comparing with the MSRP not customer-friendly and more than questionable.
A few years ago, waiting for Black Friday was actually worth it. TVs, phones, and household appliances were offered with significant discounts. There are also numerous videos from the early 2000s in the U.S. showing how people eagerly anticipated this day and stormed the stores. Back then, there was also no flood of information, offers, and news.
Looking at my phone, it felt like 50 of the last 60 pop-up messages were about Black Friday. Accordingly, my attitude toward this year’s Black Friday, even after the poor deals, was rather dismissive. Black Friday is no longer what it should be. Below is a symbolic video for Black Friday 2023. No excitement, no anticipation, and no crowds for the shopping day.
Not All BOOKs Colleagues Are Dissatisfied
Within the BOOKS editorial teams, reactions to Black Friday varied. While I was more than disappointed with Black Friday 2023, opinions on the shopping event differ.
STYLEBOOK editor-in-chief Rebecca Stringa’s verdict is quite positive, but with an important note: “Fashion and beauty were solid. However, you can always save with influencer codes throughout the year, with less effort in not having to search for them.”
PETBOOK editor Louisa Stoeffler also got lucky and found something on Black Friday: “I bought my wedding dress on Black Friday. You can still snag deals when old collections need to be cleared out to make room for new ones. A 25 percent discount was really worth it.”
Felix Mildner, editor-in-chief of myHOMEBOOK, has a completely different perspective on Black Friday. He says: “This year, I didn’t buy anything on Black Friday–just like last year. On one hand, I didn’t feel the urgent need, and on the other hand, I like to buy products when I think it’s right. The hunt for the cheapest bargain is just too exhausting and confusing for me. You also have to keep an eye on what price the items were sold for beforehand. Often, there’s a price increase beforehand, only to discount them again during Black Week.”
*Idealo, like TECHBOOK, is part of Axel Springer SE