We found 88% of the deals were cheaper on Black Friday than two weeks after the sales ended - and 65% were cheaper than in early January, when several companies also promoted sales.
Those numbers are significantly better than in previous years. In 2020, we found that more than half of the ‘sales’ prices we tracked on Black Friday were actually cheaper two weeks later when ‘deals’ had ended.
British Airways Black Friday deals
All the British Airways deals - both flights and holidays - we checked were cheaper on Black Friday than two weeks later - by an average of 21%.
Of the nine flights still available to buy in January, all were cheaper on Black Friday Some savings were negligible at just over £1, but others were significant; a flight to San Francisco was almost £100 cheaper on Black Friday.
A package trip to Venice for two with British Airways Holidays was £298 on Black Friday, but £503 two weeks later and £498 in January.
Black Friday cruise deals
P&O offered some of the heftiest reductions. For example, a 16-night cruise for two people around Scandinavia and the Baltic Sea in May was £3,500 on Black Friday. Just two weeks later, the same trip cost £858 more. In January, the price dipped below the December price at £4,098 but didn’t beat the Black Friday offer.
Overall, there were nine cruises still available to book two weeks after Black Friday and nine in January. Eight (88%) were cheaper on Black Friday compared to December’s prices and eight were cheaper when compared to January’s prices.
Tui Black Friday deals
After checking 10 Tui package holidays and 10 flight-only deals, 19 were cheaper on Black Friday than two weeks later. One holiday for two adults to Ibiza was £524 more two weeks after Black Friday (£1,769 up from £1,245).
In January, eight package holiday deals were still available, and seven (88%) were cheaper on Black Friday.
However, the Black Friday flight-only costs weren’t so promising next to January sales prices. Five were cheaper in January, and two were priced identically to Black Friday.
How do we know these Black Friday prices weren’t cheaper at another time throughout the year?
Flight and holiday availability changes across the year, and providers also change what is included in advertised package holidays and cruises. That means it is impossible to track prices for the whole year, or that these were the very best prices across the whole year.
However, our research shows that the discounts are at least more genuine than in previous years.
Can we be certain Black Friday holiday deals will be good this year?
It is worth considering a holiday deal on Black Friday, but do some homework on the price before you buy.
To be more confident of an offer at any time of year, set up flight alerts on comparison sites, such as Skyscanner, to track prices. It takes a little bit of effort but stops you from getting stung by a deal that’s not really a deal.
Which of the Which? Recommended Providers are participating in Black Friday deals in 2023?
Holiday providersAirlines NoteResearch notes
Which? tracked the prices of 120 flights and holidays (across 12 companies) on Black Friday 2022 (25 November), two weeks later on 9 December 2022, and again on 3 January 2023.
source https://www.which.co.uk/news/article/black-friday-holiday-deals-aUKOD6A1HbgE