The annual sales window – which now lasts the whole of November – sees thousands of deals and discounts pouring out of UK retailers, from gaming and tech to fashion to kitchenware.
This marked a 4.1% increase on the year before, and this year is expected to rise again. A new study from PayPal suggests spend is set to reach £6.7billion across the Black Friday-Cyber Monday weekend, with most adults currently deferring purchases until they know the deals are there.
Out of 175 items from eight major stores, 83% were cheaper or equal in price at least once outside the four-week Black Friday period, which means you could have got them cheaper at another point during the year.
So below, I've laid out exactly what you need to know to get the most out of this year's Black Friday sale, including which retailers you can trust and how to spot the real deals from the fake.
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Which UK retailers have started early Black Friday sales?When is Black Friday 2026?When do the Black Friday sales start for UK retailers? How long do the Black Friday 2026 sales last?Should you wait until Black Friday itself to buy?How to spot a genuine Black Friday deal in 2026Absolute Collagen – Up to 50% off collagen drinks, powder and more AO – Up to 30% off thousands of electricals including TVs, fridges and kitchenwareArgos – Offering guarantee that prices won't go lower before Christmas on hundreds of products, including 50% off beauty and 60% off jewellery and watches.Boots – Early offers on fragrance, gifting and electrical. 'Star Gifts' are their big savings on luxury items e.g. YSL Black Opium Perfume for £57 off.Lebara – 50% off SIM plans for three months, 5GB from £2.50 a month and 100GB for £10 a month.LG – Up to 20% off TVs, washing machines and homeware.MenKind – Up to 50% off Christmas gifting and tech.O2 – Bundles and bigger trade-in discounts for iPhone and Samsung, including Apple AirPods 5 for just £1 with O2 Priority.Sky – Ultimate TV (with Disney+, Netflix, HBO Max and more) plus 500Mbps Full Fibre Broadband from £40 a month. When is Black Friday 2026?
While Black Friday isn't until the end of November, the sales period typically lasts the entire month with most retailers already going live with their deals.
How long do the Black Friday 2026 sales last?
The official end of the Black Friday sales period is the following Monday, known as Cyber Monday.
Short answer: No.
Most retailers were found guilty of relying on the 'hype' of Black Friday to pull people in, which means there's no pressure to actually by the product on 27 November.
How to spot a genuine Black Friday deal in 2026
Now the tricky part. As I've said there has been, let's say, questionable behaviour from retailers in the past years. So that poses an interesting challenge when it comes to spotting real deals.
Check the RRP – The RRP (recommended retail price) is what the product first cost when released and you should always be aware of it to know how much you're saving. Sometimes, retailers will put a big flashy 'X% off' sign on their website which doesn't actually reflect the reduction in price, so we use price trackers such as CamelCamelCamel to find out how much the original cost was. Check other retailers – Don't just stick to the sponsored section on Google, always make sure you shop around a few different sites to check what's on offer. If you're looking at smaller/ lesser known retailers, you should also check them out on TrustPilot. Ignore the countdown – Don't pay attention to any little sign that says 'selling fast' or 'trending' unless you know for a fact stock is low. I'm talking the pS5 Pro or iPhone Duo, not the air fryer you've had your eye on. It's just a way of getting you to click quickly.Use publishers – I know it's an extra step in the purchase, but teams like ours on RadioTimes have spent years monitoring and writing about Black Friday sales, and we're not interested in wasting our own money, let alone someone else's. Subscribe to the Technology newsletter or bookmark this page to get the most up-to-date info on sales we think are worth it.Check out our Tech section for more savings and to find out where to buy the iPhone Duo.
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