Black Friday 2026 falls on Friday 27 November, with Cyber Monday on 30 November, but in the UK the discounts are already running: Currys and AO.com started their sales on 28 October and run them until 1 December, Boots began on the same day, and Decathlon opened its offers to everyone on 2 November, according to MoneySavingExpert. Argos, John Lewis, B&Q, Asda, Asos, Amazon and eBay are all expected to follow, with Amazon's Black Friday week predicted from around 19 November. The bigger question for shoppers is whether the deals are real. Which? found that 92% of 227 Black Friday deals it tracked from eight major retailers were the same price or cheaper at other times of the year, and in a later study none of the deals it followed was at its lowest annual price on Black Friday itself. This year the rules have teeth: under the Digital Markets, Competition and Consumers Act, in force since April 2025, the Competition and Markets Authority can fine retailers directly up to 10% of global turnover, and on 14 October it fined Wayfair £4.8m and Appliances Direct £1.2m over misleading countdown deals, as the Westminster newsroom of The WP Times reports.
For households in Westminster and across London, the practical approach is simple: decide what you need before the sales begin, check the price history rather than the "was" price, and pay in a way that protects you. Online purchases can usually be cancelled within 14 days of delivery under the Consumer Contracts Regulations, faulty goods can be rejected for a full refund within 30 days under the Consumer Rights Act, and credit card purchases between £100 and £30,000 are covered by Section 75 of the Consumer Credit Act. Sale items carry the same legal rights as full-price items. With CPI inflation at 3.5% and the energy price cap for January due to be confirmed by Ofgem on 25 November, budgets are tight, and fraudsters are active: authorised push payment fraud rose to £576.4m in 2025, with purchase scams the most common type. Shoppers heading to Oxford Street or Westfield should also note the RMT Tube strike on Thursday 26 November, the day before Black Friday.
Contents
Black Friday 2026: the key dates
Black Friday has stretched far beyond a single day. Many UK retailers now run sales for four to five weeks.
Dates to know
| Date | Event |
|---|---|
| 28 October | Currys, AO.com and Boots start sales |
| 2 November | Decathlon opens Black Friday offers to all customers |
| around 19 November | Amazon Black Friday week expected |
| Thursday 26 November | Thanksgiving in the US; RMT Tube strike in London |
| Friday 27 November | Black Friday |
| Monday 30 November | Cyber Monday |
| 1 December | Currys and AO.com sales end; Currys price guarantee registration deadline |
Which retailers have started
According to MoneySavingExpert's tracker, Currys and AO.com started on 28 October, Boots on 28 October and Decathlon on 2 November for all customers. Dyson, B&M, Argos, John Lewis, B&Q, Asda, Asos, Amazon and eBay were predicted to follow between late October and Black Friday itself.
Are Black Friday deals real
Independent research suggests most Black Friday discounts are not the best price of the year.
"Our investigation is a reminder to shoppers that they should not feel pressured to splash out on Black Friday purchases"
(Harry Rose, Editor of Which? Magazine, on the consumer group's Black Friday price research)
What Which? found
| Finding | Result |
|---|---|
| Deals the same price or cheaper at other times | 92% of 227 deals |
| Deals available for the same or less at other times | 100% |
| Deals where the "was" price applied less than half the year | about 6 in 10 |
| Deals where the "was" price was never charged in the previous 12 months | 14 |
Examples
Which? found a Remington hair dryer at Boots marked down to £18.99 from £49.99, although it had never been sold at £49.99 there in the previous year. A Garmin smartwatch at John Lewis was advertised with a £90 saving, while its highest price in the previous 12 months was £349.99 rather than the £384 implied. A Hisense TV at Currys was reduced further 15 days after Black Friday.
The new rules on fake deals
Since April 2025, the Digital Markets, Competition and Consumers Act has given the CMA power to fine retailers directly for misleading pricing.
What is banned
- Falsely claiming that an offer is available only for a limited time.
- Countdown timers that reset or "limited" codes that recur day after day.
- Hiding mandatory fees: compulsory charges must appear in the first price shown.
- Pre-ticked boxes for paid extras.
Recent fines
| Company | Fine | Reason |
|---|---|---|
| Wayfair | £4.8m | "Daily" and "Flash" deals that stayed at the same price after their deadlines |
| Appliances Direct | £1.2m | Recurring countdown discounts and pre-ticked paid extras |
| Gold's Gym | £45,000 | Mandatory joining fee left out of the total price |
The CMA's Hayley Fletcher said "the time is up for this kind of behaviour". Fines can reach 10% of global turnover, or £300,000 if that is higher.
How to get a genuine Black Friday bargain
A few checks before buying can separate real savings from marketing.
Before you buy
- Make a list of what you need and set a budget before the sales start.
- Check price history with tools such as PriceRunner or CamelCamelCamel.
- Compare the total price, including delivery, across several retailers.
- Be wary of a "24-hour" deal that is still live after its deadline.
- Untick any extras you did not choose and check the final total.
- Register for price guarantees where offered, such as Currys' guarantee before 1 December.
Paying safely
Pay by credit card for purchases between £100 and £30,000 to benefit from Section 75 protection. Never pay by bank transfer to a seller you found on social media. If you are scammed, contact your bank immediately and report it to Report Fraud. Our report on Christmas delivery scams covers fake parcel texts, and our guide to the best savings rates shows where to keep money you do not spend.
Your rights after Black Friday
Sale purchases are covered by the same consumer law as full-price goods.
Returns and refunds
| Situation | Your right |
|---|---|
| Bought online, changed your mind | cancel within 14 days of delivery under the Consumer Contracts Regulations |
| Faulty goods | reject for a full refund within 30 days under the Consumer Rights Act |
| Bought in a shop, changed your mind | no automatic right, depends on store policy |
| Paid by credit card, £100 to £30,000 | Section 75 claim against the card provider |
Christmas returns
Many retailers extend returns windows for Christmas gifts, but these are store policies rather than legal rights. Keep receipts and check the policy before buying gifts. Guidance is available from Citizens Advice.
Shopping in London on Black Friday
For Londoners, travel is the main practical challenge.
Strike and crowds
The RMT's 24-hour Tube strike on Thursday 26 November falls the day before Black Friday, which could affect early shoppers and staff. Oxford Street, Regent Street and the two Westfield centres are busiest on Black Friday afternoon and the following Saturday. Our guide to November 2026 in London lists the month's key dates, and London Christmas lights 2026 covers the West End displays.
After Black Friday
The next big shopping date is Boxing Day. Our guide to when Boxing Day is in 2026 explains the bank holidays and sales.
Black Friday 2026: questions and answers
When is Black Friday 2026
Friday 27 November 2026.
When is Cyber Monday 2026
Monday 30 November 2026.
Are Black Friday deals worth it
Not always. Which? found 92% of Black Friday deals it tracked were the same price or cheaper at other times of the year.
Can I return a Black Friday purchase
Online purchases can usually be cancelled within 14 days of delivery, and faulty goods can be rejected within 30 days.
What are the new rules on fake deals
Since April 2025, the CMA can fine retailers up to 10% of global turnover for misleading pricing, including fake countdown timers.
Background: Black Friday in Britain
Black Friday arrived in the UK from the US in the 2010s and has grown into a month-long sales season. Shoppers spent an estimated £13.3 billion during Black Friday 2023, according to Mintel, as cited by Which?.
Sources used: Which?, MoneySavingExpert, Competition and Markets Authority, Shopappy, JournalArta, Citizens Advice, UK Finance, Office for National Statistics, Mintel
