Just one in 20 Black Friday “deals” are cheaper during the shopping bonanza than at other times of the year, an investigation from Which? has found.

So if you’re planning to make some purchases this week, it’s important to have your wits about you. Here are six dos and don’ts that’ll help you spot when a deal is actually worth it. 

Do ✅

Use price comparison sites – Look at the price of products you have in mind before Black Friday, using sites such as the independent price comparison service PriceRunner, which compares prices and offers from 3,100 retailers. This should help make sure you really are getting a good deal. If you’re using Amazon, Camel Camel Camel tracks price history charts and alerts you when prices drop. 

Find out about offers in advance – Sign up to your favourite retailers’ newsletters for tips, or check their social media pages ahead of the sales for any clues or hints to what will be on offer. Then you can work out in advance how much you’ll be saving. Making a plan will prevent you from overspending. 

Compare prices online and in stores – Even when you’re shopping at the same retailer, prices can vary online and in-store, according to NetVoucherCodes.co.uk. Before the day arrives, check both to see which brings up the best offer. It may take some time, but the savings will make it worth your while. 

Don’t ❌

Fall for cyber scams – Security firm McAfee is warning that Black Friday can cause spikes in cyber crime. If you receive a WhatsApp message or email claiming to offer a deal from your favourite retailer, check the sender details and go straight to the source to buy purchases to avoid scammers. 

Trust fake reviews online – Which?‘s recent investigation revealed that some shoppers are being misled by fake online product reviews. “If multiple reviews are similar, the seller might have given fake reviewers a template to use,” Which? advises. “It’s also helpful to check reviewers’ other reviews, to see if they rate everything five stars. If they do, it’s possible they’re doing it as a job.” 

Impulse buy or panic – Ultimately, the only way to avoid duff deals is to stay calm and try not to get carried away. Work out what you need or want to buy and how much you’re prepared to spend before you start shopping – then stick to it. Don’t panic or worry about missing out on a good offer, Which?’s research suggests you could be better off waiting until after Black Friday anyway.