Black Friday may offer genuine holiday discounts, Which? research suggests

Nine out of 10 holiday prices on Black Friday last year were cheaper than a fortnight later, according to new research.

The analysis by Which? suggests this week’s edition of the annual sales event may feature genuine travel discounts.

The consumer group recorded the prices of a total of 120 holidays, flights and cruises on Black Friday 2022 at 12 travel companies.

It checked prices again a fortnight later and on January 3.

The analysis found that 88% of the prices were lower on Black Friday than two weeks after the event had passed.

That is in stark contrast with prices for tech products and home appliances, with just 2% at the lowest level on Black Friday.

Of the 91% of holidays still available in January, nearly two-thirds (65%) would have been cheaper to book on Black Friday.

Among the best Black Friday 2022 deals identified by Which? was a two-night British Airways Holidays trip to Venice for two people in late January.

The price rose from £298 on Black Friday to £503 two weeks later, before falling slightly to £498 in early January.

Which? researchers found a 16-night P&O Cruises trip around Scandinavia and the Baltic Sea for two people in May which cost £3,500 on Black Friday.

The same cruise was priced at £4,358 a fortnight later, and £4,098 on January 3.

Prices for eight of the 10 easyJet flights analysed were cheaper on Black Friday than in January.

But Which? noted that some travel companies did offer significant savings in the New Year.

For example, six out of eight Jet2holidays breaks still available in January were more expensive on Black Friday.

A week-long holiday to Fuerteventura in the Canary Islands in August was £3,770 on Black Friday.

It remained the same price two weeks later but dropped by £348 to £3,422 in January.

Rory Boland, editor of magazine Which? Travel, said: “Holiday deals are notoriously difficult to pin down, because tour operators frequently change exactly what is included in a holiday – from room types to transfers, and of course the price.

“Last year’s data shows shoppers had a good chance of getting a deal on Black Friday, and we know that booking summer holidays between November and January is generally cheaper than waiting until the last minute.

“But don’t feel pressured to buy now, as travel deals are available throughout the year if you are flexible on dates and destination.

“Always shop around and compare prices across multiple websites and apps, and do your research.

“Be wary of booking with companies you’re unfamiliar with, as scams proliferate this time of year. If a deal looks too good to be true, it usually is.”