Shoppers are being urged not to be blinded by percentages in their hunt for Black Friday discounts.
After spending €130 million in 2015, it's thought Ireland could get into the swing of the event on an even bigger scale this year, thanks to the weakness in sterling.
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However when it comes to the savings on offer, consumer behaviour expert Dr Kevin Cody says people need to think in real spending terms, rather than the percentage savings being applied.
