Currys plc has launched its 2025 Black Friday event, pledging that all products included will be offered at the lowest ever price. The pledge is backed by a Black Friday Price Guarantee, which promises to refund the difference should the price change.
The retailer chose to take this stance on Black Friday after its own commissioned research showed how little faith shoppers have in Black Friday, with two-thirds (66 per cent) of consumers calling the whole event a “con” and a further 62 per cent sceptical about the discounts advertised during the shopping period.
Research on Black Friday deals themselves revealed that electronics lead the charge for the product category that people expect to have the most misleading discounts. Yet, technology (headphones – 23 per cent, laptop/computers – 18 per cent, TV – 17 per cent), phone – 17 per cent and tablets – 16 per cent) and household appliances (25 per cent) are among the most purchased items.
Nearly half of those surveyed (46 per cent) said they’d have more confidence in Black Friday if retailers could guarantee prices were genuinely the lowest ever.
Ed Connolly, Chief Commercial Officer at Currys, said: “Black Friday is one of the biggest shopping moments of the year, and this year Currys is raising the bar again. Every Black Friday deal is the lowest price it’s ever been – that’s our promise.
On top of that, our Black Friday Price Guarantee ensures customers complete piece of mind – in the unlikely event our price fluctuates, we’ll refund the difference. We led the way last year with our industry-first Minimum Pricing Standard, and in 2025 we’ve gone even further. Customers value honesty as much as they value savings – and at Currys, there’s no smoke and mirrors, just unbeatable prices.”
Currys is also bringing back its popular Double Cash for Trash initiative, where customers receive a discount of £10 when recycling old technology products in-store.
