Black Friday 2026: how to spot a real deal (and avoid the fake ones)

By the Brassic team · 2 November 2026

Black Friday 2026 lands on Friday 27 November, with Cyber Monday on 30 November. Expect “up to 70% off” banners everywhere from early November. Some of those deals are brilliant. A lot of them aren’t.

The uncomfortable truth about Black Friday prices

Consumer group Which? tracks Black Friday prices every year. In its most recent analysis, every single deal it checked could be found at the same price or cheaper at some other point in the six months either side of the sale. None of them were at their lowest price of the year on Black Friday itself.

That doesn’t mean you shouldn’t buy anything. It means the date on the calendar isn’t what makes a deal good. The price history is.

Six checks before you buy

1. Ignore the “was” price. A crossed-out price only tells you what the shop says it used to charge, not what it actually charged most of the year.
2. Look at the price over months, not days. If something has been £79 since the summer and is now “£79, was £119”, that’s not a deal.
3. Compare the exact model. Some products appear in slightly different versions just for the sales. Check the model number matches the one reviewers rated.
4. Watch for countdown timers. Urgency is a sales tactic. If the price is genuinely good, it’ll often come round again.
5. Check delivery and returns. A cheap price with a £10 delivery charge or a short returns window isn’t much of a saving.
6. Only buy what you already wanted. The best Black Friday purchase is something that was on your list in October.

The smarter way: decide now, buy on the drop

The trick is to choose what you want before the sales start, then let the price come to you. Add the things you’re after to a price tracker now, and you’ll know instantly if Black Friday actually brings them down, or whether you’re better off waiting.

Should you wait until after Black Friday?

Sometimes. Prices on lots of products drift down in the weeks after the sale, and again in the January sales. If what you want isn’t a Christmas present, there’s often no rush. If it is a present, track it now so you can buy the moment it drops and still get it delivered in time.

Quick answers

When is Black Friday 2026 in the UK?

Black Friday 2026 is on Friday 27 November, and Cyber Monday is on Monday 30 November. Many UK shops run offers for most of November.

Are Black Friday deals really cheaper?

Not always. Which? found that every Black Friday deal it analysed was available at the same price or cheaper at another point in the six months either side of the sale.

How can I tell if a Black Friday deal is genuine?

Check the price history over several months rather than trusting the “was” price, compare the exact model number, and factor in delivery and returns.