Key Highlights
- Curry’s has launched its 2025 Black Friday event with a price pledge.
- The retailer is offering the lowest ever prices on all products included in the sale.
- A Black Friday Price Guarantee will refund customers if the price changes.
- Research shows little faith among consumers in Black Friday deals, with two-thirds calling it a “con.”
Currys’ Pledge to Offer Lowest Prices on Black Friday 2025
In a move aimed at rebuilding consumer trust, electronics retailer Currys has launched its 2025 Black Friday event with an unprecedented pledge: all products will be offered at the lowest ever price. This commitment is backed by a robust Black Friday Price Guarantee, which ensures that if any product’s price changes during the sale period, Currys will refund the difference to the customer.
Context and Background
The decision to make such a bold move comes after Currys’ own commissioned research revealed widespread skepticism among consumers regarding Black Friday deals. Two-thirds of shoppers consider it a “con,” expressing doubt about the authenticity of advertised discounts. This sentiment is echoed in another study, which found that electronics are at the forefront of misleading price claims during Black Friday events.
According to the survey, certain categories stand out as particularly susceptible to deceptive pricing strategies: headphones (23%), laptops and computers (18%), TVs (17%), phones (17%), tablets (16%), and household appliances (25%) are among the most commonly purchased items during Black Friday. This suggests that retailers face a significant challenge in maintaining transparency and integrity throughout the sale period.
Customer Confidence and Reactions
Ed Connolly, Currys’ Chief Commercial Officer, emphasized the company’s commitment to honesty and genuine value for its customers: “Black Friday is one of the biggest shopping moments of the year, and this year Currys is raising the bar again. Every Black Friday deal is the lowest price it’s ever been – that’s our promise.” He further stated, “We led the way last year with our industry-first Minimum Pricing Standard, and in 2025 we’ve gone even further. Customers value honesty as much as they value savings – and at Currys, there’s no smoke and mirrors, just unbeatable prices.”
This pledge reflects a broader trend among retailers seeking to improve customer trust through transparent pricing practices. By offering guaranteed lowest prices and providing refunds for any subsequent price changes, Currys aims to set a new standard in the retail industry.
Additional Initiatives
In addition to its price pledge, Currys is also reintroducing its Double Cash for Trash initiative. Under this program, customers can receive a discount of £10 when they recycle old technology products in-store. This move aligns with the company’s commitment to sustainability and responsible consumer behavior.
The Black Friday 2025 event marks another significant step forward for Currys in its quest to establish itself as a leader in transparent and honest retail practices. As competition intensifies during this critical shopping period, retailers like Currys must continually innovate and adapt to meet evolving consumer expectations.
