Consumer group Which? carried out a year-long investigation, into the prices of 32 of the most popular makes and models of home and tech appliances across five of the biggest retailers.
It found that prices at these retailers – Amazon, AO.com, Argos, Currys PC World and John Lewis – were literally all over the shop – and not just when retailers holding sales.
The product with the biggest variation in price was a Vax Blade 32v vacuum cleaner, which ranged from £139 to £299 at AO.com – a by 54 per cent difference.
This was followed by a LG 43UJ630V television, which varied in cost by 48 per cent at Currys PC World, from £328 to £629.
Next up was a Samsung RB29FWRNDBC fridge-freezer at John Lewis and a Brother MFC-J5335DW printer at Amazon, which both differed in price over the year by 43 per cent.
How avoid being ripped-off by "sales"
- Look at the price instead of the advertised ‘saving’. Big discounts can sometimes be exaggerated to make the deal look better than it really is.
- Check the retailer’s returns policy before buying. Don’t assume you can return a sale item that you change your mind about.
- Shop at retailers with price promises, which may ensure you can get a part-refund if your item drops in value in the weeks following your purchase.
But there were items that maintained a more steady price – for example Apple's AirPod headphones maintained a consistent price of £159 at all the retailers, except for a short period around Black Friday when its price dropped.
When it comes to retailers, Which? found that Amazon typically offered the lowest prices, while Currys PC World had the highest number of most expensive prices –
although only just, and sometimes for a very short time.
Alex Neill, Which? managing director of home products and services, said: “While we expect price variation across the year, our research shows that shoppers are often faced with wildly fluctuating prices and not necessarily during traditional sales periods.
“This can make it difficult for people to assess when a bargain is really a bargain, so we advise taking retailer hype with a pinch of salt, not feeling pressured by time-limited sales and doing your research before buying.”
Amazon, AO and John Lewis didn't respond to Which? when it asked them if they'd like to comment on its research.
Argos told Which?: “We run regular promotions and price competitively to offer our customers the best possible choice and value.”
While Currys PC World told the consumer group: “While our prices – like all retailers – can fluctuate throughout the year, we’re proud to offer our Price Promise across our entire range.
"We also offer our customers pricing transparency by stating in all our channels exactly when a product was available for a higher price, unlike most retailers.”
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