Currys Promises Record-Low Prices with Bold Black Friday 2025 Pledge
Currys has kicked off its 2025 Black Friday event with a powerful message — shoppers can finally trust the deals they’re seeing. The electronics giant has pledged that every single product included in its Black Friday lineup will be offered at its lowest-ever price, backed by what it calls the Black Friday Price Guarantee . This means that if the price of an item drops later, customers will receive a refund for the difference.
This confident move didn’t come out of nowhere. Currys decided to make this pledge after conducting its own research, which revealed something quite telling about consumer sentiment. A striking two-thirds of shoppers — around 66% — believe Black Friday is a “con,” while another 62% say they’re sceptical about the discounts being promoted. The skepticism is especially strong when it comes to tech and electronics, which, ironically, are also the most sought-after categories during the sale season.
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Despite the doubts, products like headphones, laptops, TVs, and household appliances remain the most purchased during Black Friday. Around 46% of people surveyed said they would have more confidence in Black Friday if retailers could guarantee that prices were genuinely the lowest available — and that’s exactly what Currys is aiming to do this year.
Ed Connolly, the Chief Commercial Officer at Currys, emphasized that the retailer is determined to restore faith in the event. “Black Friday is one of the biggest shopping moments of the year, and this year Currys is raising the bar again,” he said. “Every Black Friday deal is the lowest price it’s ever been — that’s our promise. On top of that, our Price Guarantee ensures customers complete peace of mind — in the unlikely event our price fluctuates, we’ll refund the difference. We led the way last year with our Minimum Pricing Standard, and in 2025 we’ve gone even further.”
Connolly also pointed out that honesty matters as much as savings, stressing that there are “no smoke and mirrors” — just straightforward deals at unbeatable prices. Alongside this, Currys has also revived its Double Cash for Trash initiative, allowing shoppers to trade in their old tech for £10 off new purchases, promoting both savings and sustainability.
In short, Currys isn’t just offering discounts — it’s offering reassurance. By putting a transparent guarantee behind its deals, the retailer is hoping to rebuild trust in one of the biggest shopping days of the year and prove that this time, the bargains are the real deal.
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