Black Friday 2026 falls on Friday 27 November, with Cyber Monday on 30 November, and many sales start well before. There are real bargains, but year after year, research by the consumer group Which? has found that most "deals" it tracked were the same price or cheaper at other times of the year. These ten rules help you tell the difference.
1. Make a list before the sales start
Decide what you actually need, and your maximum price, now. Shopping from a list is the best defence against "deals" on things you weren't going to buy.
2. Track prices in advance
Note today's price for each item on your list, or use a price tracker, so you know whether a Black Friday price is genuinely lower.
3. Don't trust the "was" price
A big crossed-out price doesn't prove a saving. What matters is what the item has actually cost over recent months.
4. Compare at least two other shops
The same product is often cheaper elsewhere, sales or not. Compare the exact model number.
5. Watch out for "Black Friday versions"
Some products, especially TVs, are made in slightly different versions for big sales. Check the full model number and specification.
6. Ignore countdown pressure
Timers and "only 3 left" messages are designed to rush you. If it's on your list and the price is right, buy it; if not, walk away.
7. Check delivery and returns
Delivery charges can wipe out a small saving. In the UK you usually have 14 days to cancel most online orders, but check the returns policy, especially for sale items.
8. Pay safely
Use a credit card for bigger purchases where you can (it can give extra protection on items over £100), and be wary of deals from sites you don't know. If a price looks too good to be true, it may be a scam.
9. Think about the whole season
Prices can also drop before Black Friday and in the January sales. If the price on your list isn't there, you may not need to buy now.
10. Use codes on top of sales
Some brands allow a voucher code on top of a sale price. It's always worth checking for one before you pay. Our guide to why voucher codes fail helps if one doesn't work.
The bottom line
Black Friday is worth it if you go in with a list and know your prices. Without them, it mostly sells things you didn't need at prices you could have had anyway. For everyday offers all year round, see Deal Finder and Shop Amazon.
