A Black Friday bargain can either be the highlight… Or disappointment of the year, if you bought something that’s now much cheaper than what you paid for it.
Every November, UK consumers in this situation rightfully wonder: is it possible for me to get a refund for the difference between the higher price I paid, and the lower Black Friday price? What do my consumer rights say?
Here’s the answer you probably don’t want to hear: UK consumer rights laws don’t entitle you to money back just because a product you bought goes on sale.
… But that doesn’t mean you’re out of options to recover the price difference.
Here’s what you need to know!
Have you got a refund or pricing complaint?
If you’ve hit a wall with a retailer, RetailADR offers a FREE, independent route to a resolution – approved by the Chartered Trading Standards Institute to settle disputes between consumers and Participating Member traders right across the UK.
Can you get a refund if a product goes on sale after you bought it?
Under UK law, you aren’t automatically entitled to a refund of the price difference between your purchase and a new sale price.
So if you saw an original £500 pricetag and were happy to buy a product for that amount, then that decision would fall on your shoulders. A trader would still be free to sell it to the next person at £5 if they wished.
Even if the consumer laws don’t back you, though, there’s no harm in asking for a refund: many traders may still choose to honour your request to recover the price difference out of good-will.
Don’t stop reading yet: you still have other options to recover the price difference!
If you’re still within your post-purchase refund window, or the trader has a price-match/price-adjustment policy, you may still have options to recover the price difference.
Black Friday price-match policies
Before giving up hope on recovering the difference between your purchase and the new Black Friday sale price, you should check the trader’s own policies.
Some retailers offer price-match policies where they promise to refund the difference if the price of an item falls shortly after a purchase – or even match the lower prices of a competing retailer!
For example:
AO.com is currently offering a generous Price Match Guarantee policy, where you can claim a price match anytime between 12th October and 23rd December 2026.
However, it’s important to remember these kinds of price-match policies are voluntary – not a legal requirement – and, as such, different traders may have different restrictions on them.
For example, a retailer may only offer a price adjustment if:
- The product is identical, including its model and specification
- The lower-priced product is still in stock
- The competing retailer meets its eligibility requirements
- The original purchase wasn’t made using a discount code
Can I get the price difference back if my purchase was recent?
This depends on how recent the purchase was, where you bought it, and is also partly up to the trader’s own discretion.
In the UK, after you’ve purchased a product online, you have 14 days to return it for a full refund no matter what.
If you bought it in person, your refund-window is up to the discretion of the trader.
If you’re still within those legal refund-windows after your purchase, the trader may be more willing to refund the price difference between the new sale price, and the price you originally paid for the item.
If they refuse to do this for you, you can effectively do the same thing anyway by returning your item… And re-purchasing it at the lower price.
How can RetailADR help with pricing complaints?
RetailADR provides an independent, FREE, and impartial Alternative Dispute Resolution service to resolve disputes between consumers and traders.
We’re a neutral third party: you can escalate your pricing complaint with us at no cost, and our specialist Adjudicators will review all the information and evidence from both you and the trader before coming to a stress-free conclusion!
Once we’ve established a Complete Complaint File, it only takes 60 Days for us to issue a Determination on your case – and guess what? If you accept our decision, it becomes legally binding. Simple!
How do I get started?
Once your evidence is together, you can lodge your complaint with us for FREE in whichever way suits you – through our online portal, by post, or by phone:
> Start your complaint with RetailADR
> What to do before you come to us
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