On October 29, 2025, Currys PLC and Bauer Media Audio UK kicked off their sixth consecutive Black Friday radio takeover — a campaign so loud, so deeply embedded in UK pop culture, you’ll hear it even if you’re not listening. Across Hits Radio, KISS, and Absolute Radio, the airwaves are alive with game shows, choirs singing price tags, and the unmistakable promise: Our Lowest Ever Price. This isn’t just another discount drive. It’s a direct rebuttal to a nation that’s tired of being fooled.
Why Britain Is Sick of Black Friday — And How Currys Is Fixing It
Turns out, most Brits don’t trust Black Friday anymore. A Currys survey cited in their October 30 press release found that two-thirds of British consumers believe traditional Black Friday promotions are a ‘con’ — inflated prices, fake discounts, last-minute hikes. It’s the retail equivalent of a magician’s sleight of hand: you see the deal, but the real card is hidden. So in 2024, Currys did something radical: they introduced the Minimum Pricing Standard, a policy that locked in baseline prices before the sale. This year? They went further. Now, every product marked with the ‘Our Lowest Ever Price’ badge isn’t just discounted — it’s guaranteed to be the lowest price in the company’s entire history. And if it drops after you buy? They’ll refund the difference.
The guarantee isn’t just a slogan. It’s a legal commitment, backed by historical price tracking across Currys’ entire catalog. To qualify, you must register your purchase at curryspriceguarantee.co.uk by November 25, 2025. The refund window stretches through December 2, 2025 — long after Cyber Monday has faded from the headlines. That’s not a marketing gimmick. That’s customer trust built in real time.
The Radio Show That Sells TVs — And Choirs
Here’s the twist: Currys didn’t just buy ad spots. They turned radio into a live, interactive shopping experience.
On Absolute Radio and Hits Radio’s breakfast shows, presenters play ‘Deal or No Deal’ — but instead of briefcases, they’re holding smart TVs, headphones, and robot vacuums. Listeners call in to pick a product — and if they guess the price right, they win it. No tricks. No fine print.
On KISS, it’s even weirder. Contestants must recall every item mentioned in a 90-second ad break — a jingle performed by the Currys Choir, a group of real employees singing ‘Our Lowest Ever Prices’ in full harmony. The catch? If you miss one item, you lose. The prize? All of them. The campaign’s tone is playful, but the intent is deadly serious: make the deal so transparent, it becomes entertainment.
How the Partnership Evolved — From Ads to Ecosystem
This isn’t the first time Bauer Media Audio UK and Currys PLC teamed up. Since 2020, their collaboration has grown from simple sponsorships into a multi-platform, data-driven experience. In 2023, they added digital pre-registration on Absolute Radio. Last year, they launched instant call-in lines on Hits Radio and KISS. This year, it’s all of it — plus Bauer Media Outdoor’s retail media networks lighting up billboards and in-store screens at the moment you’re standing in front of a TV rack.
‘We’re not just selling gadgets,’ said Simon Kilby, Managing Director of Bauer Media Advertising, based in London. ‘We’re building moments that feel personal. When a listener hears their favorite presenter say, ‘This fridge is the lowest it’s ever been,’ they don’t hear an ad. They hear a friend giving them a tip.’
Recycling Gets Real — And Gets Paid
And then there’s the Double Cash for Trash program. If you bring in an old phone, laptop, or toaster — any tech, any condition — Currys gives you at least £10 off your new purchase. It’s not just eco-friendly. It’s economically smart. The average UK household owns 12 unused electronics. Currys is turning clutter into cash. And in doing so, they’re turning a guilt-driven behavior — recycling — into a reward.
‘This isn’t charity,’ said Martin Burke, Senior Advertising Manager at Currys PLC. ‘It’s strategy. People want to do the right thing. We just made it easier — and more profitable.’
Who’s Really Winning?
Consumers, for starters. But also the media landscape. Radio, once seen as a dying channel, is now the engine of a multi-million-pound retail campaign. Ed Connolly, Chief Commercial Officer at Currys PLC, put it bluntly: ‘Customers value honesty as much as they value savings. And at Currys, there’s no smoke and mirrors — just unbeatable prices.’
The numbers speak volumes: over 2.3 million listeners tune in daily across the three networks. Currys expects over £400 million in Black Friday sales this year — up 18% from 2024. And for the first time, they’re tracking not just sales, but customer sentiment. Early feedback from registered users shows a 34% increase in trust scores compared to last year.
It’s not just a sale. It’s a reset.
What’s Next?
The campaign runs through Cyber Monday, November 29, 2025 — but the price protection lasts until December 2. That’s a signal: Currys isn’t trying to rush you. They’re giving you time. Meanwhile, Bauer Media is already testing similar models for Christmas and New Year’s sales, using the same trust-based framework.
Will competitors follow? Probably. But they’ll be playing catch-up. Currys didn’t just raise the bar — they rewrote the rules. And for the first time in years, Black Friday feels less like a scam, and more like a fair deal.
Frequently Asked Questions
How does the 'Our Lowest Ever Price' guarantee actually work?
If you buy a product marked with the 'Our Lowest Ever Price' badge between October 29 and November 18, 2025, and Currys lowers the price before December 2, 2025, you can register your purchase at curryspriceguarantee.co.uk by November 25 to receive a refund for the difference. The guarantee is verified using Currys’ internal historical pricing database, not third-party trackers.
Which radio stations are involved, and what kind of shows are running?
Hits Radio, KISS, and Absolute Radio are all part of the campaign. Absolute Radio and Hits Radio feature live 'Deal or No Deal' games with presenters offering tech products for listener calls. KISS’s breakfast show runs a memory challenge where contestants must recall every item from a Currys Choir ad break — winners get all the products mentioned. These aren’t ads; they’re interactive entertainment.
Can I recycle any type of tech for the Double Cash for Trash offer?
Yes. Currys accepts any old electronic device — phones, laptops, tablets, printers, even broken toasters. You get at least £10 off your new purchase, no questions asked. The program runs alongside the Black Friday sale and doesn’t require a receipt from the original device. It’s designed to clear clutter and incentivize responsible disposal.
Why is this campaign considered 'UK tech retail history'?
For the first time, a major UK retailer has tied a nationwide advertising campaign to a legally enforceable, historical price guarantee — not just a discount. Currys’ use of radio as a live sales platform, combined with consumer trust-building through transparency and recycling incentives, creates a model no other tech retailer has replicated at this scale. It’s a new standard for ethical retail.
Who are the key people behind this campaign?
Ed Connolly, Currys’ Chief Commercial Officer, led the pricing strategy. Martin Burke, Currys’ Senior Advertising Manager, orchestrated the media partnership. Simon Kilby, Managing Director of Bauer Media Advertising, integrated the radio networks into the campaign’s interactive framework. All three are based in London and have been central to the partnership since its 2020 launch.
Is this campaign only on radio, or are there other channels?
No. While radio is the core, Bauer Media Outdoor runs complementary digital and in-store campaigns at Currys locations nationwide. There are also dedicated landing pages on the radio stations’ websites for pre-registration, live call-ins, and real-time deal alerts. The campaign is designed to follow you from your car radio to the store aisle — all with the same message: no tricks, just the lowest price.