Very has pledged that the price customers pay for Black Friday deals will always be the cheapest, even if the same item is reduced further during its Black Friday event.
The Price Promise covers eligible Black Friday discounted products across all categories, from fashion, electrical and toys to home, beauty and sports.
Eligible Black Friday purchases will be protected against subsequent Very price reductions throughout the entire Black Friday event, from 28 October to 4 December.
Very stressed that if an eligible product bought during the Black Friday event is later reduced by Very before 4 December 2026, customers can contact Very Customer Services by that date and, subject to the terms of the promise, and claim back the difference.
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Robbie Feather, chief executive officer, The Very Group, said: “Our Price Promise is all about giving customers greater confidence that they’re getting the best deal. For Black Friday, we’re going even further.
“One of the biggest decisions customers face during Black Friday is deciding whether to buy now or wait to see if prices fall even further.
“Our Price Promise removes that uncertainty. Customers can shop our deals as soon as they see them, safe in the knowledge that if we reduce the price of an eligible product later in the event, they won’t miss out.”
Very will be hoping for a Black Friday boost to fashion and sports sales, with each category facing a “challenging market” and sales declining 4.6 per cent.
The online department store did credit its homeware, toys and beauty departments, as the Group reported adjusted EBITDA increased 3.4 per cent to £317.5m.
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