Retailers ‘deeply dishonest’ about January Sale prices

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Almost half of products were more expensive at the start of the year than in the latter half of 2022.

Sales signs

Almost half of products were more expensive at the start of 2023 than in the latter half of 2022

Retailers are being “deeply dishonest” about Boxing Day and January Sales, and many products were cheaper six months ago, according to a report in The Telegraph.

According to data by price analysis website PriceSpy, which tracks prices across more than 6,000 online retailers, almost half of products were more expensive at the start of 2023 than in the latter half of 2022.

Figures also showed that three in 10 items were at least 10% more expensive at the start of January compared with the six months prior.

The report said that, although many of the items had been advertised as being discounted in the January Sales, price reductions were not as widespread as in recent years.

In addition, 32% of products were found to be more expensive at the start of January than at the start of December, while just over a quarter were cheaper.

According to The Telegraph, Currys is offering a Samsung 4K Ultra HD LCD Smart TV for £499, which was on Sale for £479 in April.

John Lewis has a Krups Nespresso Vertuo Plus coffee machine on Sale for £180, which was £164.99 in October.

A John Lewis spokesman told The Telegraph that the retailer had invested £500m “to give our customers great value prices whenever they shop with us”, while Currys did not respond to a request for comment.

Consumer champion Martyn James called for greater regulation in the sector and claimed retailers were being “deeply dishonest” by suggesting their January Sale items were genuine discounts.

He told The Telegraph: “For too long, the retail industry has been covered by a vague patchwork of rules and guidelines from various government-linked or trade organisations, but it’s clear that there are no definitive regulations around Sales, advertising and promotions, to which they can be held accountable.

“This needs to change as does the glaring lack of an ombudsman and regulator in this sector. “

Liisa Matinvesi-Bassett of PriceSpy said: “This year, we’ve seen the level of January Sales fall to be on par with the peak of the Covid-19 pandemic in January 2021 – when the country was in lockdown.

“Retailers’ Sales tactics can be somewhat unpredictable and the days of traditional Sales periods are behind us.”