Black Friday has transformed into one of the most significant retail events, but in 2025, a growing number of UK shoppers are questioning its value. With household budgets under pressure from the cost of living and retailers spreading promotions across weeks, the traditional day of dramatic discounts has evolved into a more complex and often less rewarding affair.
Major retailers including Amazon, Argos, Currys, and Boots now launch their Black Friday campaigns in the first week of November, creating a 'Black November' that dilutes the impact of the original event. This extended sales period makes it difficult for consumers to identify the lowest price and easier for them to assume a promotion is good simply because it carries the Black Friday label.
The Reality Behind the Discounts
Data from price-tracking websites consistently reveals a sobering truth: a substantial portion of Black Friday 'deals' have been available for less at other times during the year. For retailers, these drawn-out sales help manage demand and prevent the delivery logjams that once characterised the pre-Christmas period. For shoppers, however, the result is often fewer genuine bargains and more mediocre price reductions.
The retail landscape in 2025 is shaped by fluctuating inflation and softer consumer demand. While shops are fiercely competing for a share of limited disposable income, they are also cautious about sacrificing their profit margins. Consequently, shoppers should anticipate strategic discounts rather than spectacular price collapses.
Where to Find Genuine Savings
Not all product categories are equal when it comes to Black Friday. Technology items such as televisions, laptops, headphones, and smart home devices typically see the most substantial price cuts. This is driven by regular model updates and the need to clear older inventory.
In contrast, fashion, homeware, and beauty products are far more unpredictable. You might discover a few standout offers, but widespread discounts of 50% to 70% are less common if retailers have already been working to reduce overstock throughout the year.
Smarter Alternatives to Black Friday
The good news for bargain hunters is that Black Friday is no longer the only, or even the best, time to save money. Several other opportunities throughout the year frequently offer superior value.
Amazon Prime Day, typically held in July with an additional event in October, often features better prices on Amazon's own devices and mid-range tech than its Black Friday sales. The January sales regularly undercut Black Friday on home appliances, furniture, and TVs as retailers clear out winter stock.
For clothing, end-of-season sales in late December and late June usually provide steeper discounts than those found in November. Furthermore, warehouse outlets and refurbished stores like Apple Refurbished, Dell Outlet, Dyson Outlet, and eBay Certified Refurbished consistently list products below typical Black Friday prices, complete with full warranties.
Even supermarket loyalty schemes, such as Tesco Clubcard and Nectar Prices, can sometimes beat Black Friday offers on everyday tech, alcohol, and home goods.
Black Friday 2025 remains a viable chance for savings, but success requires a disciplined approach. It is most worthwhile for big-ticket tech where previous-generation models see sharp price drops, for products you have tracked for months, and for brands with consistent seasonal patterns like Shark, Ninja, and Samsung.
The event is less valuable for impulse purchases, fast fashion, and unknown brands with artificially inflated recommended retail prices. The golden rule remains: a deal is only a deal if you needed the item in the first place and the price is historically low. For many categories, you will find equal or better discounts at other times, so treat Black Friday as just one part of the annual retail cycle.
