LONDON, UK. November 19th, 2025 – With Black Friday fast approaching, an expert has shared some tips on how to make the most of this major online shopping event.
Oliver Weeks is the CEO of the deal communities business unit of the company Atolls. His unit operates many of the world’s most popular deal communities, including Hotukdeals in the UK, mydealz in Germany, and Dealabs in France. On these platforms, shoppers can find the best offers online and offline, all sourced and vetted by a large community of avid deal hunters.
“Black Friday can genuinely be a good time to grab some bargains, but you’ve also got to know how to spot a good deal. Not every Black Friday discount is a good one,” Oliver said.
Here, Oliver shares some tips on how to find real bargains amongst the noise this year.
1. Plan ahead and make a wishlist: “Before any sale starts, identify the products you actually need or want. Creating a specific list helps you stay focused and avoid impulse buys that you might regret later.”
2. Track prices: A “deal” isn’t always a deal. “One thing I suggest is setting up keyword alerts on Hotukdeals for the products you’d like to buy and tracking their prices over the next few weeks ahead of Black Friday on November 28th. Use browser extensions or price-tracking websites to see an item’s price history and verify that the discount is genuine.”
3. Don’t assume you’ll find the best deals only on Black Friday: “Many retailers now kick off their Black Friday deals and sales events before the day itself; some start already in early November. Therefore, start your research now, get a good idea of the prices of the products you’d like to buy, and regularly check for deals from early November through to early December.”
4. Beware of psychological tactics and compare prices again before hitting ‘buy’: “Online retailers are experts in using psychology to create a sense of urgency and encourage you to purchase. Tactics like countdown timers or “low in stock” alerts are designed to pressure you into buying quickly without fully considering the purchase.
“Another common technique is price anchoring, where a higher “original” price is shown next to the sale price to make the discount seem more substantial than it is. The best approach is to recognise these tactics, take a moment to think, and compare the offer with other retailers to ensure you’re actually getting a good deal and not just being rushed into a decision.”
5. Read reviews and community opinions: “A heavy discount on an unknown brand can be tempting. But it’s worth always checking recent user reviews and product ratings to ensure the quality matches the price. If you find a deal on Hotukdeals, you’ll also often find wisdom in the comments users leave on deals.”
Navigating thousands of offers can be overwhelming, but Oliver claims community-driven platforms can help cut through the noise.
He added: “Through Hotukdeals, we collate up-to-date information, links, and insider tips so consumers can make an informed choice about where to put their money. The Hotukdeals community has been sharing the best deals on Black Friday and, indeed, throughout the rest of the year for more than two decades now, and in that time, we’ve grown to tens of millions of monthly users.
“We’ve seen a clear shift where shoppers are now more informed than ever, actively seeking validation from the community before purchasing. I am proud of the work we do to get through the noise and help people shop with transparency and trust.”
ENDS