It pays to get the lowest price, even after you’ve bought something
Shopping around is key to getting a reasonable price. You can do this by using comparison sites such as PriceSpy or Idealo. Now, you’d think the next step would be to buy the items at the cheapest shop.
But actually, it can sometimes be advantageous to buy something elsewhere if that shop has a price-matching policy. And you can even sometimes price match after purchase if prices drop again.
Here’s more about how price matching works and where you can price match in the UK, including at Currys, AO, John Lewis and more.
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What is price matching?
Price matching is exactly as it sounds. A retailer will sell you an item at a lower price if it’s sold for less elsewhere.
This isn’t just about the listed selling price. You can also often price match voucher codes and sale prices.
John Lewis is probably the most famous shop to offer a price promise, with its “Never Knowingly Undersold” slogan a key part of its branding. Though it was closed a few years ago, the department store brought it back in 2024. And it’s not alone – you can also take advantage of it at shops including AO, eBay and Currys.
It’s not just “things” you buy that can be price matched. It’s possible to save money on hotels, holidays and other services if you look around. These days, you often find supermarkets matching the prices on items sold by competitors.
It’s not just about getting a lower price
Since the price you pay will end up the same, you might be thinking, surely it’s easier to just buy it at the cheaper shop in the first place and avoid all the hassle?
Well, price matching at a different store might give you additional benefits. These include extended warranties, free delivery or longer return rights. Or something as simple as getting loyalty points with a retailer you’re more likely to benefit from.
You might even be able to stack extra savings on top, such as using a cut-price gift card or cashback. All of these can be worth a little extra, whether financially or just in terms of peace of mind.
Some retailers will beat the lower prices
Some retailers might give you extra money off the lower price you find at a competitor.
It’s also worth checking if a high street shop will match its own website if there’s a difference in price (this does happen!).
Price matching after purchase
Best of all, some shops that price match also allow you to price match if prices drop elsewhere after you have bought the item. This is a great trick to use during big sale periods such as Black Friday.
I’ve actually done this a few times – even after I’d already price matched to get a lower price. When the price dropped again I was able to put in another claim and get the additional discount refunded.
So it can sometimes pay to choose a shop that offers this over another, even if they are the same price, just in case there’s a significant drop later on.
How to price match
First look for a cheaper price by comparing prices across retailers. Two good sites for this include PriceSpy and Idealo. Or just a quick Google search can do the job.
Every retailer has a different policy, but in general you’ll need to provide proof that you’ve seen the item on sale elsewhere for less. This could be a webpage for an online retailer, or the price-matching shop might want to phone up a physical shop.
You’ll also need to check that the shop does price match the place where you’ve found the cheaper option. They might only price match certain competitors.
Some retailers will have a phone number you can call to submit your price-match claim. Others have a form you fill in.
You generally have to wait for confirmation that your item is price-matched before you can buy it, though some let you do it retrospectively. In this instance, you’ll also need to provide proof of purchase.
Once you’ve bought something, it’s worth keeping an eye on prices for as long as the price promise lasts. To help, you can set price alerts on both Price Spy and Idealo, which will email you if the price does drop.
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What can stop you price matching?
However, not all shops have a price matching policy, and they won’t always match every price you find.
The key one to watch out for is retailers that only match certain other shops. Many also exclude online-only retailers (i.e. they don’t want to price match Amazon!).
The items will usually have to be the exact same model, colour, size and so on. This can prove to be frustrating if there’s a slight difference, and many retailers will only sell a version that’s exclusive to them and is hardly noticeable.
The price must also be available to everyone – which means you wouldn’t be able to match a member or staff discount. Others might not match clearance sale prices, or some voucher code uses.
Items also usually have to be in stock at the cheaper retailer and available for delivery. Or if they’re in smaller local retailers you might find you have to live within a certain number of miles.
You might also find it’s rejected if there’s a difference in extras, such as the type of delivery or the length of the warranty on offer. For instance, if the cheaper model has one year but the price-matching retailer offers two years, then the latter can claim it’s not the same package.
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Where you can price match in the UK
This isn’t an exhaustive list, but I’ve highlighted some of the big retailers across a range of products and services that are worth looking into.
Just because somewhere isn’t on the list doesn’t mean it won’t price match. It’s always well worth asking if a shop has a price promise, even an unofficial one.
All Beauty price matching
You can price match in advance at All Beauty if you find the product for less at selected retailers, including Boots, LookFantastic, House of Fraser and The Perfume Shop.
As well as price matching before buying, there’s the option to request a price match seven days after purchase, although this is at their discretion.
AO price matching
To price match at AO you need to call their team with the product code of the item you want to buy and the link to where you’ve seen it for less. You can price match up to seven days after buying an item, great if the price drops again.
The policy tends to be extended around Christmas too, with a longer period for you to submit a claim.
Beaverbrooks price matching
Beaverbrooks will price match up to seven days after purchase if you find the items advertised cheaper by an authorised stockist with a physical store. Discount and voucher codes will also be matched if they can be verified at the time of reviewing the price promise request
Currys price matching
Currys will price match any UK retail store or website.
Call up Currys price-matching team before you buy and share where you’ve found it for less. Currys will match both high street and online prices, including the use of voucher codes and offers, but not member-exclusive discounts.
Normally, you can make a claim up to seven days after purchase, but in the past this has been extended during the Christmas period, so look out for that again this year. If you bought in-store, you’ll need to go back there. If it was online, you can use the webchat.
eBay price matching
You can even price match at eBay. It’s only for new items sold on the Amazon, Currys, Argos, Asda, John Lewis and Tesco websites. You apply online and, if successful, will be sent a voucher to use on your purchase within 24 hours.
You can only ask for one price match per day per eBay user and it’s only in advance of purchases – not after.
Retailers price matched:
- Amazon.co.uk
- Currys.co.uk
- Argos.co.uk
- Asda.com
- JohnLewis.com
- Tesco.com
Euronics price matching
Euronics offers an in-store-only price match guarantee and may include discount codes advertised by competitors. The price match policy is only available before order completion and can not be claimed back after the purchase.
Goldsmiths price matching
Goldsmiths Jewellers offers a price match promise, in-store and online. For in-store price matches, the competitor must be within 15 miles of the store where the price match is requested. For online price matches, the competitor must be a national authorised stockist.
Go Outdoors price matching
Go Outdoors offers price matching for its members. You’ll get 10% back on top of the difference. However, you do need to have a Go Outdoors Discount Card, which costs £5 a year, but there could be circumstances where it makes sense to become a member to get the extra discount.
Halfords price matching
Halfords price matches UK-based retailers. If you’re price matching a service, it needs to be within 10 miles. It’ll match only the published selling price, so you can’t use any additional vouchers or offers on top, such as buy one get one free or clearance. You’ve got seven days after purchase to make the claim.
You can also price match in-store if the item is sold for less on the Halfords website.
H.Samuel price matching
H.Samuel is another jeweller that offers a price-match promise online, where it’ll price-match jewellery or watches if you find them at a lower advertised price.
There is an easy online form to submit before purchase, but for in-store purchases, it only gives details about price matching watches, which it does in over 300 stores nationwide
Hughes Electrical price matching
You can phone Hughes Electrical or use a live chat or webform to request a price match before or up to seven days after purchase.
It’ll match:
- AO
- Appliances Direct
- Argos
- Currys
- Marks Electrical
- Richer Sounds
Jessops price matching
Jessops only price matches against prices at authorised retailers for the brands it stocks. It won’t match clearance prices.
Retailers price matched:
- Argos
- Currys PC World
- Park Cameras
- WEX
John Lewis price match
The John Lewis Price Promise that returned in September 2024 is different to the one we were all used to pre-2022. For a start, it’s limited to seven days rather than 35 days after purchase to make a claim.
And the other change is that only 25 retailers will now be accepted – though that does include Amazon. We’ve gone into more detail on how John Lewis price matching works in a separate article.
Richer Sounds price matching
If you buy from Richer Sounds and find it cheaper elsewhere, you’ll get an extra discount on top of the difference up to 14 days after purchase. You can also price match in advance.
The beat the difference promise ranges from £5 extra on products up to £300, through to £100 on anything over £4001.
Very price matching
Very offers price matching on its electrical items and toys under its Price Promise. It says that if you spot an eligible retailer offering a lower price within seven days of your purchase, it’ll refund you the difference.
You can claim on any items from the electricals or toys categories, except for DIY tools, personal care or sports equipment. It’ll only price match against Argos, Currys, Smyths, The Entertainer, AO and John Lewis.
It offers a Black Friday promise too, which guarantees you a refund of the difference if prices are dropped even further after your purchase.
To claim, you need to call 0800 110000 within seven days of your purchase.
Price promises
In addition, some retailers will refund the difference if they drop their own prices after you’ve made your purchase. This is usually just during a sale period, such as Black Friday and Prime Day — some of these are mentioned above.
Argos price guarantee – Black Friday
If prices drop before Christmas at Argos, you’ll get a voucher for the price difference.
Before you buy anything during the Black Friday period, it’s worth checking the price history to see whether the deal is as good as it looks. And for more ways to save, see our Black Friday tips and the best price comparison and tracker sites.
