Almost 2 in 5 (37%) Brits think Black Friday discounts are not genuine, yet 79% plan to buy Christmas presents online in the sales. Ahead of Black Friday, we built PriceRunner's broadcast PR campaign around that YouGov survey for PriceRunner, at a time when popular gifts such as mobile phones (22%) were already showing high out of stock levels. PriceRunner's consumer expert went on air across a day of radio and TV interviews, helping shoppers spot fake deals and explaining why comparing prices across retailers is the best way to avoid paying over the odds for Christmas presents. The campaign secured 19 items of radio and TV coverage reaching 9.7 million people, including Sky News TV, London Live and GB News.
PriceRunner wanted to help shoppers spot fake Black Friday deals and avoid overpaying for Christmas gifts amid stock shortages.
The message
Not every Black Friday deal is genuine. Comparing prices across retailers before you buy is the best way to avoid fake deals and paying over the odds for Christmas presents.
The angle
A YouGov survey for PriceRunner found almost 2 in 5 (37%) Brits think Black Friday discounts are not genuine, yet 79% plan to buy Christmas presents online in the sales, while popular gifts such as mobile phones (22%) were already showing high out of stock levels.
On air
PriceRunner's consumer expert
The result
19 items of coverage reaching 9.7 million, including Sky News TV, London Live, BBC Radio Leeds, GB News.
More campaigns for PriceRunner
PriceRunner has come back to Relations Group for other broadcast PR campaigns:
Black Friday is the day after American Thanksgiving, on the fourth Friday of November. It began as a US shopping event and is now widely used by UK retailers as the start of the Christmas sales, often running alongside Cyber Monday. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Black Friday for 2026?
Black Friday next falls on Friday 27 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
