Martin Lewis has issued an important piece of advice to shoppers ahead of the Black Friday extravaganza.
It's the day where retailers slash their prices and shoppers get some good bargains on their Christmas shopping. But do they really?
The Money Saving Expert founder seems to think otherwise and he's explained how consumers can check just how much they're actually saving on the day.
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Taking to Twitter, Lewis said: "Quick Tip - Got anything you're planning to buy during BlackFriday promotions?
"Go and do a price check now, so you have a benchmark to see if it is really cheaper when it is 'discounted'."
Dragon's Den star and businesswoman Deborah Meaden replied and said: "Must be honest [I'm] not a fan of Black Friday, but this will be truer than ever because Sales should be about surplus stock and with current supply issues, there will be shortages, not surpluses.
"Only buy it if you need it... not because it's cheap," she added.
On his website, he elaborated further and also warned consumers not to get caught up in the excitement of Black Friday.
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"Do your own research to make sure you've found the best deal and before you spend, ask yourself, do I need it? Can I afford it? If the answer is no to any of those questions, then DON'T buy."
As we all know, Black Friday has become more of a week-long, or even month-long, affair, so preparation is key, as is knowing how much you're actually saving.
When is Black Friday and Cyber Monday this year?
Black Friday takes place on Friday 26th November 2021 and Cyber Monday takes place on Monday 29th November, so now is the time to do the research.
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Martin Lewis recently spoke out about the energy crisis and issued his do's and don'ts to consumers.
As well as writing on his website, Lewis regularly appears on TV to offer his advice such as This Morning, BBC Radio Five Live and he co-presents The Martin Lewis Money Show.
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