Whether you’re after a half-price smartphone or a designer coat that won’t break the bank, Black Friday can be excellent for finding that bargain. Retailers want to flog off old stock, attract new customers and maximise sales of seasonal items, so they often drop prices to an irresistible rock bottom.
But while there are genuinely sensational deals to be found on and around Black Friday (which falls on 29 November this year), the annual discount jamboree is mined with pitfalls. When a TV is £800 off and “nearly sold out”, you might not stop to read its small print or even check that it can fit in your living room.
How should you spot the best deals and avoid throwing good money after bad? We asked experts in travel, tech, toys and more to share their advice.
Phones and tablets
Smartphones offer some of the biggest Black Friday savings – if you don’t mind settling for last year’s model. “There’s nothing wrong with last year’s phone as long as it was high-end at the time,” says tech journalist Alan Martin. “Phone specs have stagnated, and few people need the latest and greatest models. A 2023 flagship phone won’t be much worse than a 2024 one and can save you a packet.
“I wouldn’t recommend buying last year’s budget model, though. Its weaker specs will only get worse over time and it won’t be supported with software updates for as long.” Updates keep a device safe and install the latest features, so it’s essential your phone can receive them.
If you’re keen on the AI features being pushed by manufacturers now, make sure your handset is powerful enough to run them. “AI is memory-intensive so some older handsets may be left out in the cold,” says Martin. “The forthcoming iPhone AI, Apple Intelligence, needs 8GB of RAM. That means the only compatible phones from last year’s range are the iPhone 15 Pro and Pro Max.”
Mobile contracts
“The best Black Friday phone deals tend to be for SIM-free devices,” says Andy Aitken of the mobile network Honest. “With contract deals, there are often strings attached, such as obligatory price hikes, and networks know people shop in a hurry on Black Friday without reading the small print. Also beware of seemingly amazing offers for more data than you need, such as 100GB when you need only 2GB.”
And watch out for enticingly cheap contracts that tie you in for years, says Alan Martin. “I’ve seen offers that headline the low monthly cost in the hope that people won’t notice how long they’re locked in for. As a rule of thumb, multiply the monthly cost by the number of months you’re on the hook for. If that figure is significantly less than what you’d pay for a SIM-free phone, it’s a good deal – assuming the bundled data and minutes meet your needs.” It’s becoming increasingly standard to offer contracts for more than two years, so make sure to check before you sign up.
Martin also cautions against being dazzled by Black Friday freebie bundles. “I’m still using my Bose QC25s that came with a Huawei phone six years ago, but it’s worth looking up any freebies to find out if they’re reviewed well. If you can’t find any reviews, that’s not a great sign.” Always calculate the cost of the contract to find out how “free” that freebie really is.
Skincare
Premium serums, supplements and at-home facial tech can get very expensive outside the sales, so Black Friday may be the smartest time to stock up, says beauty expert Justine Masters, AKA the Alternative Facialist. But determine your skincare needs before you whip out your credit card. “Know your skin type,” says Masters. “The deals can be fantastic and the products may be getting plenty of attention on TikTok, but if they’re not right for your skin you’ve wasted your money.” Masters gives her social media followers a heads up on her own deals, so follow your favourite brands to get ahead of the queue.
Fashion
The leaves may still be clinging to the trees, but shops are already clearing out winter clothes. “Retailers such as New Look and H&M tend to offer seasonal discounts on winter essentials like coats, knitwear and accessories,” says Andrew Norton, centre director of Eden Shopping Centre in High Wycombe. “You’ll typically find the biggest reductions on out-of-season items and wardrobe basics like sweaters and jeans as shops clear stock, so it’s a chance to buy high-quality pieces for less.”
Clothes get even cheaper in the January sales, says Norton, but be aware that it will be the stuff other people didn’t want. “Fashion often sees deeper cuts after Christmas, particularly on winter clothing, so January can be a good option if you’re looking for the lowest price. Black Friday is better for specific sizes or popular pieces because there’s more stock available.”
Laptops and PCs
Black Friday 2023 saw heavy discounts on laptops, with models such as the Dell G15 gaming laptop and the Samsung Galaxy Book3 Ultra shedding almost half their price before bouncing back up on the stroke of December. But they’re still expensive, so shop carefully to avoid a false economy.
“A new PC or laptop has to come with Windows 11 pre-installed,” says computing journalist Dominic Connor. “And go long on memory. Look for at least 16GB of RAM if you’re not technical enough to upgrade it later.” Other features can be dispensed with to save money. “Really cheap PCs may not have Bluetooth, but you can fix that with a £10 dongle. And don’t pay much more for the ‘right’ video port, because cheap adapters are available online.”
Refurbished PCs fall to well under £200 on Black Friday, but they bring their own challenges. “Refurbished tech devices may not be able to run the latest software,” warns Josh Long, chief security analyst at Intego. “You’ll miss out on security updates and that can put you at risk. Make sure to check how many years of updates any device will get before buying.”
TVs
As with phones, the best TV deals tend to be for old models – and Connor is fine with that. “My family and I have been buying ‘last year’s TV’ since the 1980s. The trick is to buy last year’s, not last generation’s. Last year will be slightly less fancy; last generation won’t be OLED and may be just bog standard LED.”
It’s worth knowing the difference. Black Friday can be a chance for brands to off-load their low-quality TVs on unsuspecting bargain hunters. “Something I see in a lot of cheap TVs is if a single backlight LED fails, it takes out the entire TV,” says tech journalist Andrew Spode. “This seems to be common in TVs that use cheaper parts and don’t have great quality control. The other discount trick I’ve seen is suspiciously large TVs going cheap, but they’re only 30Hz so not suitable for gaming.” A TV with a 30Hz refresh rate is fine for watching films on an average-sized screen, but on an enormous screen, it will look juddery.
“Many of the low to mid-range smart TVs in the sales have taken ideas from the ‘fast fashion’ playbook and only offer low-quality audio options,” says digital rights expert Lauren Hendry Parsons of ExpressVPN. You could make up the audio slack by looking for Black Friday TV bundles with free soundbars. “These may not be the latest or most hi-tech models, but often they’re perfectly serviceable and improve your viewing experience,” says Hendry Parsons. “If a freebie tips the scales for an otherwise like-for-like deal, there’s no reason to not consider it.”
Spotting a good deal is easier if you’ve done your research. Samsung’s Jeremy Demont recommends reading reviews and knowing what you want to buy before Black Friday. “Know what TV model, size and image quality you’re looking for, so you can recognise a genuinely good deal. Also look for added value such as free delivery, finance options and discounted compatible components.”
Toys and games
“Toys like Lego sets tend to have good price drops for all the ‘shopping holidays’ like Prime Day and Black Friday,” says Daniel Green, founder of Amazon price-tracker CamelCamelCamel. “Prices at Amazon are changing all the time, so it’s wise to track them to ensure you aren’t buying when they are high. This becomes much more important during peak shopping season.”
Different types of toys are better buys on Black Friday and in the January sales, says Eden Shopping Centre’s Andrew Norton. “Trending items or those with high restocking rates tend to get the best discounts around now, and we see big savings on larger items retailers want to move before Christmas. January sales may offer further discounts on classic toys or less time-sensitive items.”
Washing machines and dishwashers
Appliances aren’t traditional Black Friday superstars, instead reaching their lowest prices in summer. There will be bargains around, says Fergus Johnston of Hotpoint, but shop carefully and make energy efficiency a priority. “Always check the energy label. Higher-rated appliances may cost more upfront but they use less energy and can make a significant difference to your household running costs. Also, look for a retailer with a wide supply of spare parts and good warranty terms.”
Sustainability still matters in the sales, says Johnston. “The environmental impact of Black Friday has become a talking point in recent years. It’s important to choose a business that holds up its responsibilities.”
Air fryers and coffee machines
These twin titans of the 21st-century kitchen are huge sellers in the run-up to Christmas, so you might not expect them to be discounted. Isabella Forgione, small appliances expert at AO.com, has news for you. “These items are perfect for gifting, so we see a greater demand at this time of year and they have some of our biggest discounts.” Indeed, Black Friday 2023 saw bestsellers, including the Tower Xpress air fryer and the Nespresso Barista coffee machine reach historically low prices with various retailers.
Furniture
As eager as you may be to replace the wobbly dining table or saggy guest mattress before the masses descend at Christmas, don’t expect to make big Black Friday savings. “Retailers reserve their biggest furniture discounts for the new year to make way for new products,” says Nick Drewe of discount platform Wethrift. “Home fitness equipment also tends to be cheaper in January, because retailers and gyms run promotions to capitalise on post-Christmas goals.”
Home office furniture is a different story. Many of Amazon’s bestselling office chairs and desks dip to their lowest prices in Black Friday week. However, Mike Moore of TechRadar Pro cautions against being swayed by heavy discounts. “An office chair is something you’re going to be using for long stretches of time.” Buying online also means you can’t try out the chair. “You should be able to have both feet on the floor and your elbows at a 90- to 110-degree angle. At least do some measuring before you shop.”
Travel and luggage
Holiday packages, hotels and flights see price drops on Black Friday, but you’ll need to keep an open mind about timings. “The best deals tend to be for midweek bookings and on packages that would normally be among the cheapest anyway,” says Carolyn Pearson, founder of women’s business travel network Maiden Voyage. “Weekends and school holidays are always in demand so they’re rarely discounted, even on Black Friday.”
Packing essentials offer richer pickings, says Pearson. “I get all my summer wellness essentials in the Black Friday sales. I stock up on pillow sprays, eye masks and magnesium supplements, which all really help me sleep when I’m away. Lookfantastic’s Waitlist newsletter is good for discount codes and early deals.”
