A John Lewis spokesperson said: “In a highly competitive and dynamic market, our customers can find brilliant offers with us all year round. But the recent return of our reimagined Never Knowingly Undersold brand promise - which matches prices with 25 leading retailers - gives customers absolute confidence that they are getting fantastic value.”

It accused retailers including Boots, John Lewis and Currys of using “sneaky tactics” to try to get shoppers to part with their cash in what has become the starting point for the festive spending splurge.

This year, shoppers could score some of the best Black Friday deals by heading to stores like Costco and JCPenney.

Black Friday shoppers should be wary of deals to avoid being ripped off, a consumer group has warned. Nine out of 10 Black Friday offers are actually cheaper or the same price at other times of the year,

Shoppers spent £13.3 billion during Black Friday in 2023 - but they are being issued with a warning this year after a Which? investigation () Several major retailers have been accused of “underhanded sales tactics” as new research from Which?