The MHW Guide to Black Friday
As the cost of living continues to weigh heavily on households, families across the UK are approaching Christmas with a clear goal: stretch the budget without compromising on thoughtful, high-quality gifts. Black Friday, now deeply embedded in the UK retail calendar, offers one of the best opportunities to achieve that — but only when approached with a little strategy and a clear understanding of where the real value lies.
Over the past decade, Black Friday has evolved from a one-day online event to a multi-week promotional period across both online and high-street retailers. Historical pricing trends show that many of the most popular Christmas gifts — from children’s toys to home gadgets and even pet accessories — have consistently reached their lowest pre-Christmas prices during this period. Yet, with retailers competing fiercely for attention, genuine bargains sit alongside over-hyped offers. Knowing the difference is essential.
For families, the secret to making Black Friday work is to start with a clear sense of what you’re looking to buy and where the best deals traditionally show up. For example, Amazon tends to dominate when it comes to tech, tablets, books, toys, household gadgets and pet items. Their own devices — such as Fire tablets, Echo speakers, Ring doorbells and Kindle e-readers — historically receive the steepest discounts, sometimes dropping by 30–50%. If you’re buying for teens or adults who enjoy reading, a Kindle has often been one of the most reliably discounted gifts in late November. Likewise, Fire Kids tablets usually see significant price reductions, making them strong value for younger families.
For anyone shopping for big-ticket items such as air fryers, vacuum cleaners or kitchen appliances, it’s worth keeping an eye on stores like Currys, John Lewis, AO.com and Argos. These retailers often match or undercut each other during Black Friday, and many offer guarantees or extended returns that can provide peace of mind when purchasing expensive gifts. Products like the Ninja Air Fryer, Shark vacuum cleaners, Dyson hair tools and coffee machines from De’Longhi and Sage have historically featured prominently in Black Friday promotions. These are the types of gifts that delight parents, partners or even grandparents — and buying them in November rather than mid-December can often save £50–£150 per item.
Children’s gifts tend to be more widely distributed across UK retailers, but consistent value can be found at Smyths Toys, The Entertainer, LEGO.com, and again at Amazon and Argos. In previous years, major LEGO sets have dropped by 20–35% during Black Friday, particularly popular kits like LEGO City, LEGO Friends and Star Wars sets. Board games, STEM kits and creative sets like Play-Doh and Crayola usually feature too, making this an ideal moment to stock up on gifts that keep children entertained long after Christmas morning.
Fashion and beauty gifts also see strong reductions during Black Friday. Marks & Spencer, Boots, Sephora and LookFantastic often run sizable promotions on gift sets, skincare bundles and grooming tools. Fragrance gift sets — one of the UK’s top Christmas categories — are often much better value in late November than they are in the final countdown to Christmas. For partners, adult children or parents, this can be a great area to make meaningful savings without sacrificing perceived luxury.
One of the frequently overlooked beneficiaries of Black Friday is the family pet. As more households consider their cat or dog a core family member, the demand for festive toys and accessories has surged — and retailers have responded accordingly. Pets at Home, Zooplus and even supermarkets like Tesco and Aldi regularly discount beds, interactive toys, pet clothing, treats and grooming accessories. This is also a good time to look at tech gifts for pets, such as automatic feeders or pet cameras, which often drop in price on Amazon.
While the early hype around Black Friday sometimes encourages snap decision-making, a measured approach can help families ensure they’re getting genuine value. You might start by researching the normal price of a product in early November, checking two or three retailers regularly to understand typical pricing. By the time Black Friday rolls around, you’ll have a good sense of whether a deal is real. Many of the best discounts actually appear in the week leading up to Black Friday rather than on the day itself, so it pays to monitor early.
Taking a little time to combine deals can also go a long way. Cashback platforms such as TopCashback or Quidco often offer enhanced rates over Black Friday weekend, and retailers frequently run voucher codes or loyalty bonuses. Shops like Boots, Tesco and Sainsbury’s sometimes pair Black Friday discounts with extra loyalty points, giving you additional value that can be used for future Christmas top-ups, stocking fillers or even the food shop.
For families working to a strict budget, the goal is always to secure the gifts that matter most while keeping financial pressure under control. Black Friday provides that opportunity — but only if approached with clarity. Focus on the items with historically strong discounts, shop with trusted retailers, and avoid buying something simply because it’s labelled as a “deal.” With the right preparation, Black Friday becomes far less about impulse and far more about purpose: ensuring each member of the family, right down to the pet, receives something thoughtful without breaking the budget.
In Summary
- Make your list early, including ideas for each family member and the pets.
- Watch prices throughout early November so you recognise a genuine deal when you see one. Prioritise big-ticket items such as tech, appliances and branded toys, as these traditionally see the deepest reductions.
- Compare prices across Amazon, Currys, John Lewis, Argos, Boots and Smyths before committing.
- Use cashback sites, loyalty points and voucher codes to stack savings.
- Check delivery times and extended return policies so you’re protected if prices drop again.
- Avoid spontaneous purchases — let your list guide you.
- Finish by early December to avoid stock shortages and shipping delays.