Black Friday 2026: which UK shops have started early, and when sales end

Black Friday 2026 falls on Friday 27 November and Cyber Monday on 30 November, but several of the UK's biggest shops have already started. Currys, AO and Boots switched on their Black Friday sales on Wednesday 28 October, according to MoneySavingExpert's spot checks, with Argos, B&M and B&Q following by Friday 30 October. Others haven't said when they'll start, so here's what we could confirm when we checked on 1 November, and what's still unannounced.

At a glance

• Black Friday: Friday 27 November 2026. Cyber Monday: Monday 30 November.
• Already started: Currys, AO, Boots, Vax (28 October), B&M (29 October), Argos and B&Q (30 October).
• Starting this week: Decathlon opens its sale to everyone on Monday 2 November. Superdrug's full sale starts on Wednesday 4 November.
• Price promises: Samsung's extended price promise covers buys from 4 November to 1 December.
• No confirmed date yet: Amazon, John Lewis, M&S, Ninja, Dunelm and Debenhams.

Who has started, and when it ends

• Currys: started 28 October and runs until Tuesday 1 December, with more than 1,500 items and "up to 40% off". MoneySavingExpert says you need to register purchases by 27 November to use Currys' Black Friday Price Guarantee.
• AO: started 28 October with more than 750 items, and runs until Tuesday 1 December.
• Boots: started 28 October with more than 3,000 items. No end date shown.
• Argos: started Friday 30 October with more than 1,800 items. No end date shown.
• B&Q: started 30 October and runs until Monday 30 November, with "up to 40% off" kitchen cabinets and doors and "up to 15% off" bathroom and bedroom furniture, sheds and garden furniture.
• B&M: started Thursday 29 October with "up to 50% off" while stocks last. No end date shown.
• Vax: started 28 October on around 50 items. No end date shown.
• Samsung: its own Black Friday page says offers started on 28 October and run through Cyber Monday. Its extended price promise covers purchases from 4 November to 1 December, and claims must be in by 11:59pm on 8 December.

Starting this week

Decathlon gave members early access from 26 October and opens its sale to everyone on Monday 2 November. Superdrug has had early online-only offers on more than 850 items, and its full sale starts on Wednesday 4 November, with no end date shown.

Holidays too

Travel firms have also started. Jet2 has up to 20% off flights and £100 off holidays (code BF2026 if it isn't applied automatically) on bookings made before 11:59pm on Wednesday 2 December. easyJet holidays has up to £400 off package holidays with code BLKFRIDAY until 11pm on Tuesday 1 December. Flights on their own are excluded.

Still no date

We couldn't find a confirmed 2026 start date from Amazon, John Lewis, M&S, Ninja, Dunelm or Debenhams. Some deal sites publish "predicted" dates for these, but they're guesses based on last year, so don't plan around them. Amazon's latest UK announcement, on 22 October, was about Prime Day, not Black Friday.

Is early worth it?

An early start doesn't mean a better price. Which? tracked 175 home and tech products at eight retailers for a year around the 2024 sale. It found 83% were the same price or cheaper at least once outside the four-week Black Friday period. At John Lewis the figure was 94%, Very 93%, Amazon 88%, AO 85%, Currys 84% and Argos 79%.

The law is on your side if a "was" price is fake. Since 6 April 2025 the Competition and Markets Authority (CMA) can fine firms directly under the Digital Markets, Competition and Consumers Act 2024 for misleading prices, including reference prices that were never really charged.

A worked example

This is an illustration with made-up prices. Priya buys a £599 fridge freezer from Samsung on 5 November. On 27 November she sees the same model for £529 at one of the retailers Samsung lists. Because she bought between 4 November and 1 December and found it cheaper before 2 December, she can claim the £70 difference, as long as her claim goes in by 8 December. If she'd waited instead, she'd have got the same price but not had the fridge for three weeks.

What to do now

1. List what you actually need and set a budget before you look at any deals.
2. Check the price history using a price tracker or by noting today's price, so you can tell a real drop from a "was" price.
3. Read the price promise terms at Currys, Samsung and others, including registration and claim deadlines.
4. Buy online if you're unsure. Under the Consumer Contracts Regulations you usually have 14 days from delivery to cancel, then another 14 days to send it back.
5. Pay by credit card for items over £100 to get Section 75 protection if something goes wrong.

Questions

When is Black Friday 2026?

Friday 27 November 2026. Cyber Monday is Monday 30 November. Many sales run past both dates, with Currys and AO going until 1 December.

Will prices drop further on the day?

Some might, but Which?'s research shows most "deals" are matched or beaten at other times of year. A price promise is the safer way to buy early.

Can I return something bought in a Black Friday sale?

Yes. Your 14-day right to cancel an online order applies to sale items too. Shops' own returns policies, especially in-store, can be stricter, so check them before you buy.

Sources: MoneySavingExpert: Black Friday sale tracker, Samsung UK: Black Friday, Which?: Black Friday price research, 25 November 2025, Amazon UK news, Digital Markets, Competition and Consumers Act 2024, Consumer Contracts Regulations 2013

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