This Black Friday tech deal may not be a bargain at all, according to a study

Black Friday lures dawn shoppers with its great discounts on the latest technology, but a new study shows that almost a third of those deals aren’t real deals at all.

After analyzing 65 products that were expected to be among the best Black Friday tech deals of last year, web hosting provider KnownHost found that 78% participated in the Black Friday sale and about 30 in total % saw price increases before the event to accommodate Black Friday The price looks like a big discount. 42 percent saw stable prices ahead of Black Friday before falling significantly, “meaning the Black Friday price drop was authentic,” it said.

Looking exclusively at the hottest tech products that participated in Black Friday last year, 37% saw significant price increases immediately before the event, and only 7.8% saw a price drop before and during the event, making them the best bargains.

After two years of elevated inflation, Americans on tight budgets looking to stretch their cash need to do their homework to ensure they get the bargain they expect the day after Thanksgiving.

This “is a stark reminder for consumers to research and compare prices before purchasing,” said Daniel Pearson, CEO of KnownHost. “Shoppers need to know which products have experienced recent price increases and consider whether discounts provide real value over original November prices.”

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How much did retailers increase prices before Black Friday?

Of the roughly 30% of products that experienced price increases in the week leading up to Black Friday, the average price increase was 20.5%, or $51, KnownHost said.

The study found that Amazon products led the largest percentage price jumps ahead of Black Friday. The price of an Amazon Fire TV Stick doubled from $20 to $40, while the price of Amazon Echo Buds rose 46%, or $55. Amazon Fire Max 11 tablets rounded out the top three with a price increase of 35%, or $80.

In terms of dollar value, a Samsung Galaxy Z Fold 5 led the way with a price increase of $300, or 16%, from $1,620 to $1,919.99, the study said.

Which providers are most likely to experience price increases before Black Friday?

According to KnownHost, tech accessories saw the most price increases at 26%.

This was followed by:

Headphones (21%)
Watches and laptops (16% each)
Telephones (11%)
TVs and tablets (5% each)

“From this, we can see that buying TVs during Black Friday is probably the best time to get the better discounts,” KnownHost said in its report, while warning to “stay away from attractive add-ons.”

“Price hikes are just one of many scams that can happen,” it said. That’s why it’s “important to check the accuracy of where you buy and not get caught out by the marketing of certain products.”

Black Friday facts:Everything you need to know about Black Friday

Is there anything else to consider?

Be wary of fake reviews and fake products.

According to a study by AI fact checker originality.ai, on Black Friday, 28% of the 75,000 product reviews from major e-commerce platforms like Amazon, Best Buy and Walmart are likely to be AI-generated. Across the entire holiday shopping season, an estimated 33% is likely AI-generated.

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This Black Friday tech deal may not be a bargain at all, according to a study

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