MARTIN Lewis has issued an urgent warning to every Christmas shopper who risks losing hundreds of pounds in seconds over a retailer “trick”.
The Money Saving Expert consumer champion offered money-saving alerts as the latest “Black Friday” deals were advertised on Amazon.
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The presenter of ITV‘s The Martin Lewis Money Show told how his team was investigating to “sort deals from duds”.
And retail firms have been accused of trying to trick shoppers into thinking they were getting fresh bargains.
Martin urged his 2.5million social media followers on X, formerly Twitter: “Remember, only buy what you planned to – don’t let it tempt you just because its cheaper.”
He posted on his website a list of deals being offered on Amazon over the coming days, comparing current to previous prices.
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Martin described some as “decent”, others as “OK” – but his “duds” included a Barbie doll available cheaper earlier this year, a sparkling water maker and a Kindle e-reader.
He warned: “Just because something is labelled as a deal, doesn’t mean it’s always a good one.
“Don’t allow yourself to be taken in by the hype around Black Friday and be sucked into buying something you don’t need or can’t afford.
“Always do your own price comparisons to ensure you are getting the best deal possible – don’t just take a retailer’s word for it.”
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And comments in response have raised concerns about sellers’ tactics.
One poster, Paul, told of noticing how firms “put prices up by 50 per cent a week ago and reduced them again for Black Friday so they can claim to have reduced prices by 50 per cent”.
Another, Robbie, wrote: “Generally speaking retailers drift prices up in the months leading up to sales so they can slap on the ‘savings’ level when they drop it back down to near-normal price.”
Alan Cox shared with others the tip: “Robot vacuum cleaner was 80 quid cheaper elsewhere at a non-‘Black Friday’ store. Beware.”
Martin also repeated on his ITV1 show today a video he previously broadcast in 2018, saying: “Christmas has become a retail festival and it shouldn’t be.
“Christmas should be joyous but causes some people unhappiness, debt and worry.
“Now many people feel obliged to buy gifts for others that they know they won’t use with money they don’t have and cause themselves stress they don’t need.
“We have disconnected from why we give gifts.
“It can misprioritise people’s finances and create a financial burden.”
Yet he has also shared guidance on how to get Marks & Spencer freebies in the run-up to this Christmas – and where to shop for discounted gifts.
Martin last week shared with followers what he called a “naughty” trick to get you and a friend £100 when switching energy suppliers.
He has also recommended how people can be paid for turning off household appliances this winter.
The money guru advised people auto-renewing on their car insurance, highlighting a specific date to take action.
Other tips include how to scoop a free £205, avoid £1,000 fines and even tuck into free hot drinks.
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