Every year, Black Friday and the holiday shopping season bring a frenzy of discounts, limited-time offers, and massive sales events. While the excitement is undeniable, so is the confusion. Shoppers are constantly asking: Is this deal real? When should I buy? What should I avoid? Is this the right time for electronics? Which brands are trustworthy?
To help make sense of the chaos, Jason Chen, senior editor at The New York Times Wirecutter, has become one of the most trusted voices in consumer advice. With years of product testing, deal tracking, and deep market analysis under his belt, Chen specializes in guiding shoppers toward smart, evidence-based decisions—especially during the biggest sales period of the year.
1. Why Jason Chen’s Black Friday Advice Matters
Wirecutter is widely respected for its unbiased, research-driven recommendations. Jason Chen, one of its leading editors, continues this tradition with a testing philosophy built on:
- Long-term hands-on evaluations
- Historical price tracking
- Independent testing environments
- Zero sponsored influence
- Focused buyer-oriented comparisons
During the Black Friday season, the internet floods with advertisements claiming “70% OFF,” “Lowest Price Ever,” and “Unbeatable Sale.”
But Chen emphasizes a crucial truth:
A deal is real only when the price is truly lower than what it normally sells for.
This philosophy guides the way shoppers should approach holiday shopping — with caution, clarity, and strategy.
