Money Saving Expert Martin Lewis has warned shoppers not to spend more money than they budgeted this Black Friday.
Speaking on ITV's the Martin Lewis Money Show, Mr Lewis warned bargain hunters not to be tempted to spend more money they had originally envisaged.
He said : "Let's take the basic premise of any discount. If you were planning to buy a video game for £50 and it's on sale for £25 you've saved 25 quid."
The personal finance expert added a further point, MEN reports.
He added: "If they have tweaked your spending nipples to buy something you wouldn't otherwise buy, there's an extra cost of £25, so it's not a saving."
"So that's the first premise."
He continued: "I've never liked these 'oh we have one TV, 50 in stock for a tenner instead of £1,000' - that's a competition.
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"Where it's useful is, you've got a list, you know what you want, you create your list, and stores have store-wide discounts which means you can buy it 30 per cent cheaper."
Martin did, however, admit that now could be the best time to buy Christmas presents at the best prices before December 25.
He finished: "This is likely, in many cases, the cheapest time to buy before Christmas."