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Price matching at UK retailers: how it works

What price promises usually cover, the common conditions, and how to ask for a price match.

Updated 13 October 2026 · 3 min read · General information, not legal or financial advice.

Many UK retailers offer some form of price promise: if you find the same product cheaper elsewhere, they will match it, or refund the difference if their own price drops after you buy. Used well, a price promise means you can buy when you need to without worrying about missing a better deal. This guide explains how these schemes generally work and the conditions to look out for.

Policies change often, and they differ between retailers. We describe common patterns rather than any particular retailer’s current rules. Always read the retailer’s own price promise page before relying on it.

Two kinds of price promise

Matching a competitor

Some retailers will match a lower price you find at a named competitor, either before you buy or for a short time afterwards. You usually need to show the competitor’s price, for example with a link or a screenshot, and staff will check it.

Matching their own later price

Some retailers will refund the difference if they reduce the price themselves within a set number of days after you buy. This is especially useful in the run-up to big sale events.

Conditions that commonly apply

• Identical product. Same brand, model number, size, colour and condition. Retailer-specific model codes can make this hard for TVs and appliances.
• In stock. The competitor usually needs to have the item in stock and available to buy now.
• Approved competitors. Many promises only cover a list of named UK retailers.
• Exclusions. Common exclusions include marketplace sellers, membership-only or loyalty prices, clearance and refurbished items, bundles, flash sales, and prices that depend on a voucher or trade-in.
• Total price. Some retailers compare the price including delivery.
• Time limits. Claims after purchase usually have to be made within a set period.
• Quantity limits. Some limit how many items can be price matched.

How to ask for a price match

1. Read the retailer’s price promise terms first, so you know whether your claim is covered.
2. Find the exact same product at the lower price, and check it is in stock.
3. Take a dated screenshot and keep the link.
4. Ask online through the retailer’s chat or contact form, or in store at the till.
5. Be polite and specific: give the competitor, the price, the model number and the link.

If your price drops after you buy

If the retailer you bought from cuts the price, check whether it offers a price-drop refund. If it does not, you may still be able to use your 14-day right to cancel an online order, then reorder at the lower price. Check carefully first: you may have to pay return postage, and the lower price may not still be available when your refund arrives.

Price promises and sale events

Price promises are particularly valuable around Black Friday, when prices can move day to day. Some retailers make specific commitments about their event prices. For example, Which? reported that in the 2024 Black Friday sales, Currys kept its promise that no sale products would have been cheaper in the six months before Black Friday. Commitments like this are worth looking for, but they cover specific periods and conditions, so read them closely.

Online versus in store

Some retailers apply different rules online and in store, and some only match prices from other shops’ physical stores, or only from their websites. If you are buying in store, it can help to have the competitor’s page open on your phone at the till. If you are buying online, live chat is often the quickest route, because the adviser can check the link straight away. Either way, ask before you pay if you can: it is usually simpler than claiming a difference afterwards.

Is a price promise a good reason to buy?

A price promise reduces the risk of paying more than necessary, but it does not make a price good in itself. You still need to know the product’s typical price and whether the current price is low. Use price history to decide whether to buy, and a price promise as a safety net afterwards.

Sources

• Which?: Most Black Friday deals the same price or cheaper at other times of the year
• Consumer Contracts Regulations 2013
• Citizens Advice: Consumer advice

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