Shoppers in South Holland looking for bargains on what has become the UK’s biggest shopping day on Friday are being warned to take care.
Lincolnshire Trading Standards is advising people that “what looks too good to be true probably is” ahead of Black Friday.
According to online retail experts Vouchercodes.co.uk, consumers are expected to spend £1 billion, up 16 per cent from 2015 (£853 million).
Angela Kane, senior trading standards officer for Lincolnshire County Council, said: “We know that hundreds of Lincolnshire residents will be shopping on Black Friday, online and on the high street.
“But it is worth bearing in mind that some deals might not turn out to be as great as they seem.
“Research by the consumer group Which? has shown that 49 per cent of last year’s deals that it tracked were not the cheapest on the day, with just 90 out of the 178 deals cheapest on Black Friday.
“If you see a deal which looks too good to be true – it probably is - so we advise caution if you see any Black Friday deals advertised on social media that look too good to be true.”