No Fake Deals

Every November, shoppers are promised the deal of the year. But too often, prices quietly creep up in October, just so they can “drop” in November, and misleading “was/now” pricing starts to appear. ​

​We believe in offering value all year round, with everything included as standard and no hidden extras. So instead of a Black Friday flash sale, we’re backing the government’s plan to tackle fake “was/now” pricing and invented discounts. ​

The prime minister has already brought forward a consultation on fake discounts and subscription traps. We want that consultation to start before Black Friday on 27 November 2026. ​

We don’t want another Black Friday to come and go with consumers being taken for a ride. ​