Black Friday Statistics UK 2026: Spend & Real Discounts

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Last updated 6 November 2026. Every figure on this page carries its date and a link to where it came from. Figures from other organisations are theirs; the price-record figures are ours. All of them are free to quote with a link to this page.

Black Friday 2026 is on Friday 27 November and Cyber Monday is on Monday 30 November. In 2025, UK shoppers spent £3.8 billion online across the four days from Black Friday to Cyber Monday, up 4.6 per cent on the year before, according to Adobe Analytics. What that spending bought is a different question. Which? found that 83 per cent of the products it tracked were the same price or cheaper at another point in the year, and in our own record of 74 Amazon UK products, half were already above their lowest recorded price three weeks before the 2026 sale.

Black Friday UK: the key figures

£3.8 billion spent online in the UK from Black Friday to Cyber Monday 2025, up 4.6 per cent year on year (Adobe Analytics, reported by Reuters, 2 December 2025).
43 per cent of UK adults planned to shop the Black Friday 2025 sales, up from 37 per cent in 2024, with an average planned spend of £430 each and over £10.2 billion in total (Barclays Consumer Spend research, 25 November 2025).
68 per cent of UK adults were doubtful about the real value of Black Friday and Cyber Monday deals (Barclays, 25 November 2025).
8 per cent of UK adults planned to use AI tools such as ChatGPT and Gemini to find and compare Black Friday deals, rising to 17 per cent of Gen Z (Barclays, 25 November 2025).
83 per cent of 175 home, tech and health products were the same price or cheaper at some point outside the Black Friday window (Which?, 25 November 2025).
36 of 72 Amazon UK products in our fixed basket cost more on 5 November 2026 than the lowest price we had recorded for them since 6 September, by a median of 18.9 per cent (Look Into Black Friday Price Claims Audit 2026).
Electric heaters rose most in our record: the category median was up 23.7 per cent between 6 September and 5 November 2026 (Look Into).
£4.7 million in fines and more than £760,000 in ordered refunds in the first year of the CMA's direct consumer enforcement powers, to April 2026 (CMA, 17 April 2026).

How much do UK shoppers spend on Black Friday?

The most recent full figures are for 2025. Adobe Analytics, which measures online transactions at retailers' checkouts, reported £3.8 billion in UK online spending across Black Friday to Cyber Monday, a rise of 4.6 per cent. Its forecast before the event had Black Friday itself as the biggest online shopping day of the season, at £1.19 billion, with Cyber Monday second at £963.6 million.

Measure	Figure	Period	Source
UK online spend, Black Friday to Cyber Monday	£3.8 billion, up 4.6%	28 Nov to 1 Dec 2025	Adobe Analytics via Reuters
Forecast online spend on Black Friday	£1.19 billion, up 6.6%	28 Nov 2025 (forecast)	Adobe, 4 Nov 2025
Forecast online spend on Cyber Monday	£963.6 million, up 2.6%	1 Dec 2025 (forecast)	Adobe, 4 Nov 2025
Planned spend per Black Friday shopper	£430, up £91	Survey 24 to 28 Oct 2025	Barclays via Retail Times
Planned Black Friday spend, all shoppers	Over £10.2 billion	2025 sales	Barclays via Retail Times

Adobe figures cover online sales only. Barclays figures are survey intentions, not measured spending, so the two are not comparable.

Keep the two kinds of figure apart when you quote them. Adobe's are measured online sales. Barclays' are what people said they planned to spend, in a survey run before the event, and they include shops as well as online.

How many Black Friday deals are real?

The best UK evidence is from Which?, which tracked the price of 175 home, tech and health products every day from May 2024 to May 2025 across eight major retailers. It found that 83 per cent were the same price or cheaper at some point outside the four weeks around Black Friday 2024. That leaves roughly one in six where the sale really was the lowest price of the year.

Our own record points the same way, earlier in the season. Since 6 September 2026 we have priced the same 74 Amazon UK products on four dates. By 5 November, 36 of the 72 we could compare cost more than the cheapest price we had recorded for them, by a median of 18.9 per cent. A Black Friday price that only takes those products back to where they were in September would look like a discount and save nothing.

Category	Median change, 6 Sep to 5 Nov 2026
Electric heaters	+23.7%
Slow cookers	+7.6%
Heated airers	+6.2%
Five categories (electric blankets, hot water bottles, CO alarms, dehumidifiers, insulated bottles)	0.0%
Sunscreen	−3.0%
IPL hair removal	−6.0%
Home security	−9.3%
Air fryers	−13.1%
LED face masks	−18.2%

Look Into, Amazon UK listing prices read on 6 Sep, 30 Sep, 18 Oct and 5 Nov 2026. Full table and data file in the Price Claims Audit.

Two examples from the products on our Black Friday 2026 page: the Fire TV Stick 4K Plus was £36.99 on 26 August and £79.99 on 5 November, and the Ninja Air Fryer PRO 4.7L carried a "-21%" badge on 5 November against a £99.99 RRP while costing 99p less than we recorded in August. To test any deal yourself, our free Black Friday deal checker compares today's price with the 90-day low.

How UK shoppers use AI to find Black Friday deals

AI assistants are now part of how people hunt for deals. In Barclays' survey before Black Friday 2025, 8 per cent of UK adults said they would use tools such as ChatGPT and Gemini to find and compare deals, and 17 per cent of Gen Z said the same. One in eight (13 per cent) thought AI tools were better than traditional search engines for deal hunting.

An AI answer about whether a deal is real can only be as good as the price history behind it. The figure that settles the question is what the same product cost in the weeks before the sale, from the same seller. That is why every price on this site is dated: a dated price is one an assistant, or a person, can check.

When do the 2026 Black Friday sales start?

Retailer	2026 position on 6 November 2026	Source
Amazon UK	Black Friday Week dates not announced. The 2023, 2024 and 2025 announcements came on 2, 8 and 13 November, for sales of 11, 12 and 12 days.	Look Into Black Friday page
Currys	Sale already live, launched about a month early. Its Black Friday price guarantee needs purchases registered by 1 December 2026.	T3, 4 Nov 2026; Which?, 5 Nov 2026
Argos, John Lewis, AO, Very	No confirmed 2026 dates found on sources we could open. Dates quoted elsewhere are forecasts.	Look Into check, 6 Nov 2026

Positions checked on 6 November 2026. Retailers can change their dates at any time, so check the retailer before you plan around one.

What the rules say about Black Friday pricing

Since April 2025 the Competition and Markets Authority can rule that a business has broken consumer law and fine it directly, without going to court. On 18 November 2025 it opened a pricing drive naming drip pricing, misleading countdown timers and headline prices that leave out unavoidable fees. A year into the regime, in April 2026, it reported 14 investigations opened, 157 advisory and warning letters, more than £760,000 in ordered refunds and £4.7 million in fines.

Black Friday statistics: common questions

How much do UK shoppers spend online on Black Friday?

In 2025, UK shoppers spent £3.8 billion online across the four days from Black Friday to Cyber Monday, up 4.6 per cent on 2024, according to Adobe Analytics. Adobe forecast £1.19 billion for Black Friday itself.

Are most Black Friday deals real?

Most are not the lowest price of the year. Which? found 83 per cent of 175 products were the same price or cheaper at another time. In Look Into's record of 74 Amazon UK products, 36 of 72 were above their lowest recorded price on 5 November 2026.

How many people use AI to find Black Friday deals?

In a Barclays survey before Black Friday 2025, 8 per cent of UK adults said they would use tools such as ChatGPT and Gemini to find and compare deals, rising to 17 per cent of Gen Z.

When is Black Friday 2026 in the UK?

Friday 27 November 2026. Cyber Monday is Monday 30 November 2026. Many retailers start their sales weeks earlier.

How to cite this page

Cite as: Look Into, "Black Friday statistics UK 2026", updated 6 November 2026, https://lookinto.co.uk/deals/black-friday-statistics-uk/. When you quote a figure from another organisation, please credit that organisation as well.