Deep Dive
How much is projected to be spent during the November and December holiday shopping season?
The National Retail Federation projects over $900 billion will be spent during November and December.
What percentage of potential deals does Wirecutter typically recommend?
Wirecutter recommends about 1% of the potential deals they review, which was 1,344 out of 147,712 last year.
What is the average percentage discount Wirecutter looks for during Black Friday?
Wirecutter looks for an average discount of around 20 to 25% during Black Friday, which is significantly better than the 10% to 15% often advertised by retailers.
What are the three main reasons it's hard to find a good deal during Black Friday?
The three main reasons are: 1) Price manipulation through MSRP (Manufacturer Suggested Retail Price), 2) MAP pricing (Minimum Advertised Price) which restricts retailers from advertising lower prices, and 3) The sale of cheaply made products specifically released for Black Friday.
What is MAP pricing and how does it affect Black Friday deals?
MAP pricing stands for Minimum Advertised Price, which is a predetermined price set by manufacturers that retailers cannot advertise below. This makes it harder for shoppers to identify true discounts, as retailers often use on-page coupons or in-cart pricing to bypass MAP restrictions.
What are some product categories that typically have the best deals during Black Friday?
Small kitchen appliances and electronics like TVs and laptops typically have the best deals during Black Friday, as retailers often discount older models to clear stock.
What is one major caution for shoppers using Google to find deals?
Shoppers should be cautious of Google's shopping results, as they may not show the broadest selection of options or the best deals. Google is incentivized to direct users to specific retailers and prices, so further research is recommended.
What is a browser extension and how can it help with finding deals?
Browser extensions, like Honey and Capital One, are tools that provide coupon codes or track price drops while shopping online. They can help identify discounts, but they also track browsing data and may collect affiliate revenue from purchases.
- Wirecutter reviewed 147,712 potential deals last year, recommending only 1% as genuine bargains.
- They look for discounts matching or exceeding the lowest price of the year, typically aiming for 20-25% off.
- Retailers often inflate list prices, making advertised discounts misleading.
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