With the holidays on the horizon already, many are beginning to wonder Black Friday 2021 will look like. It’s the biggest deals event of the year, and one of the most popular times to buy Christmas gifts at bargain prices.
The pandemic meant Black Friday 2020 was a somewhat different affair, with many retailers choosing (or being forced to) close their doors and direct all customers online. In June 2021, Walmart announced that it would once again close all its US locations on Thanksgiving Day. The retailer usually kicks off Black Friday sales on the evening of Thanksgiving. It’s likely other US retailers will follow suit, given how prominent Black Friday is in the States.
Here we’re answering all your questions around Black Friday season and making major predictions on what to expect this year, so you’re fully prepared to snap up the best Black Friday deals on laptops, phones, Apple devices, and anything else you’ve been waiting to get your hands on.
This year Black Friday is on 26 November, one day after US Thanksgiving.
How many days is Black Friday?
The boundaries of when Black Friday starts and ends is no longer as well-defined as it used to be. Traditionally, the event lasted one day, whereas now, Black Friday deals begin as early as October.
Some retailers like Amazon and Currys PC World often have early Black Friday deals with top discounts arriving a week or two before Black Friday.
Best deals online right now
1. Apple iPhone 13 with free AirPods
Now: From £34 per month
Grab the brand new iPhone 13 and bag a free pair of Apple AirPods while you’re at it! We’re separately looking at where to buy the iPhone 13 and the best pre-order offers.
2. Nvidia Shield TV 4K
From: Currys PC World
Now: £109 (£20 off)
With AI-powered 4K upscaling tech, a redesigned remote and the power of Android TV, the Nvidia Shield TV is the one to beat. Pick it up with £20 off and free next-day delivery.
3. Xiaomi Redmi Note 10 Pro (6GB/128GB)
Now: £239 (£30 off)
A fantastic screen, a 108Mp camera and awesome battery life make this budget Xiaomi phone difficult to ignore – read our full review.
4. Nintendo Switch
Now: £259.99 (£20 off)
5. Apple iPhone 13
Now: Where to Pre-Order
Looking for a deal on the new iPhone 13? We’ve done a deep dive into the best places to pre-order.
6. Apple iPhone 11 (64GB)
Now: £489 (£110 off + trade-in discount)
The iPhone 11 is an excellent all-round package and now that the iPhone 13 has launched, you can pick up the iPhone 11 with £110 off. If you have an old iPhone to trade-in, you can save another £80 at least.
7. Samsung Galaxy Tab S7 (128GB, cellular)
Now: £580.31 (£138.69 off)
This 4G LTE 11in Tab S7 is an absolute powerhouse, despite being on the lower rung of Samsung’s 2020 Tab S ladder. Best of all, it’s available with a sizeable £138 discount. There’s also £191 off the Tab S7+ 5G.
8. Microsoft Surface Pro 7 (i7, 16GB, 512GB)
Now: £1,479 (£370 off)
Huge discounts can be found on high-end Surface Pro 7 models. Save 20% on the RRP of this Platinum i7 version with 16GB of RAM and a 512GB SSD when you buy from Amazon, where it’s also eligible for Prime delivery. See our full coverage of the offers.
9. Samsung Galaxy S21
Now: with free Galaxy Buds Pro and SmartTag (£248 off bundle)
Pick up a Galaxy S21 phone from Samsung and get a free pair of Galaxy Buds Pro and SmartTag tracker for free. The offer ends 30 September. Be sure to claim within 60 days of purchase.
10. Samsung Galaxy A52s 5G with free Galaxy Buds Live
Now: £409 (£159 off Galaxy Buds Live)
11. Nintendo Ring Fit Adventure
From: John Lewis
Now: £56.99 (£13 off + Free Google Nest Mini with GOOGLE50)
John Lewis is offering the Google Nest Mini for free with purchases over £50 – just use the code GOOGLE50 to claim!
12. Xiaomi Mi 11 (8GB/128GB) + Free Mi Watch
Now: £599 (£150 off + free Mi Watch)
Mi 11 is Xiaomi’s current flagship, making this an awesome deal – check out our full review. Pick it up now with £150 off and a free Mi Watch worth £119!
13. Apple Watch Series 6 (44mm, Cellular)
Now: £409 (£100 off)
Save £100 on the 44mm Watch 6 with cellular connectivity!
14. Apple iPhone 12 mini (64GB)
Now: £579 (£130 off)
15. Three Broadband with free LG Smart TV
Now: From £23 per month (Free LG TV included)
Looking for a new broadband provider? Three is throwing in a 32in model on its 4G plan (starting from £23 per month), and a 43in panel on its 5G plan (starting from £30 per month).
16. Google Next Hub Max + Free Chromecast
From: Google Store
Now: £219 (£30 off Chromecast)
You can also get a free Chromecast with the Nest Hub Max. The offer ends 9 September.
17. Google Nest Hub 2 + Free Chromecast
From: Google Store
Now: £89.99 (£30 off Chromecast)
If you buy the Google Nest Hub from the Google Store, you can also get a free Chromecast worth £30. See our full review of the Hub 2.
18. Amazon Echo Dot 4
Now: £29.99 (£20 off)
Save £20 on the Echo Dot 4 as a part of Amazon’s End of Summer Sale. The smart speaker received 4/5 stars in our review and comes recommended from our editor Jim Martin. Amazon is also selling the older Echo Dot 3 for £21.99.
19. Fitbit Sense
Now: £249 (£50 off)
Save £61 on the Sense from Amazon. You can get it at the same price from John Lewis, where it comes with a free 2-year guarantee.
20. Huawei Huawei MateBook 13 (2020)
Now: £549.99 (£150 off + £80 cashback)
Huawei is offering £150 off the Matebook 13 with £80 cashback – and throwing in a Bluetooth speaker and mouse for free (worth over £50). A perfect bundle for students!
Should you wait for Black Friday? Will deals really be better?
With deals rolling in earlier and earlier, you don’t really need to wait until 26 November to get your hands on an excellent offer. We’re confident that solid discounts will start appearing well before then.
One quick and dirty trick is to keep an eye on Amazon. Given its prominence, you can pretty accurately glean when sales from other retailers will start by following Amazon’s sales schedule. While Amazon doesn’t often provide notice before a big sale, unless it’s Prime Day, you can be certain if Amazon has deals on a certain product so too will other retailers.Thankfully, for shoppers this means you should be able to get low prices everywhere!
Last year it held Prime Day from 13 to 14 October effectively kicking off the end of year sale season. This year, Amazon’s Prime Day arrived earlier than usual, over 21 to 22 June – but that could suggest another October Prime Day may be on the cards. Amazon has previously considered having a second autumnal Prime Day, though it’s unclear whether that’s still the case. Still, given how profitable the event is for the retailer, it’s entirely possible.
Whether or not Amazon has Prime Day ahead of Black Friday sales, or whether it dives right into Black Friday deals in November, it’s unlikely prices will reduce further on 26 November. Past years have shown retailers generally spread out excellent deals in the week leading up to Black Friday – effectively turning the day into a week-long event.
In fact, if you wait too long, stock might even sell out by the 26th. Our advice is clear: if you see a drastic discount on that Apple Watch or Nintendo Switch console you’ve been eyeing, you should pick it up! And if prices do go lower on the day…
…Take advantage of price-matching
Remember to hold retailers accountable to their prices. Many retailers, such as Currys PC World offers price-matching against other retailers, whether online or in-store.
In past years, Currys has promised its early Black Friday deals won’t have lower prices on Black Friday itself. If you’ve bought an item from Currys and found a cheaper price elsewhere within 7 days, Currys will refund you the difference. Keep track of Black Friday deals at Currys here.
While Amazon doesn’t have a price-matching policy, it does have a strong returns policy. You can return most new and unopened items within 30 days of delivery for a full refund. You also have the statutory right to cancel and order within 14 days of delivery. If you find your purchase has a lower price just days later, you can always cancel your first order and buy the same item at the lower price and send the original purchase back (if you’ve received it already). Again, be sure it’s unopned, unused and undamaged.
We’re certain retailers will continue spreading deals all through the month of November instead of concentrating all their best deals on Black Friday itself. The added benefit of distributing deals over the month is that it also prevents frenzied crowds from gathering in stores and shopping centres.
Will Black Friday happen this year? Will coronavirus cancel Black Friday?
With uncertainty around whether restrictions may return later in the year, many are asking: Is Black Friday 2021 canceled?
Last year in the US, where Black Friday typically sees large crowds gather outside shops before doors open, Walmart decided it would close all its stores on Thanksgiving Day. Two other major US retailers, Target and Kohl’s, also followed suit. Walmart will be doing the same this year.
Limiting in-store shopping doesn’t mean Black Friday sales are canceled. It does indicate, however, that a lot of the shopping experience will be happening online.
Last year Walmart served Black Friday deals over the entire month of November in three separate deals events. Similarly, Target launched its Black Friday deals all through November with new offers each week.
Black Friday will just happen differently and shoppers keen on bagging a top deal on an iPad, AirPods, or the new PS5 or Xbox Series X will need to be more prepared for changes, some of which we’re predicting below…
Top 8 predictions for Black Friday 2021
1. Restricted in-store sales
In the UK, depending on whether or not the country returns to a lockdown, and where in-store Black Friday shopping is typically less frenzied than in the US, we might see large retailers restricting in-store traffic as opposed to shutting down entirely like Walmart.
That might mean shoppers will need to queue one or two meters apart outside stores. Elderly and at-risk shoppers may have a scheduled window ahead of other shoppers, similar to the restrictions supermarkets had in place when the UK’s lockdown began in March 2020.
While it’s no longer illegal to be unmasked indoors, you might be denied entry if the retailer has set its own preferences and restrictions.
2. Rise of click and collect
Retailers might also encourage click-and-collect instead of in-store browsing and shopping. This might be include incentives like discounts or bundles.
In the same vein, contract-free delivery might be encouraged to limit people from going in-store with free next-day delivery promo codes on electricals or order values above a certain amount.
3. More QVC-style live shopping deals (keep an eye on social)
This year Currys PC World introduced liveshopping to its site, appropriately called LiveShop. To compete with Prime Day it launched exclusive discounts on Google Nest and Pixel devices which were avaialble only to those who watched the stream.
Liveshopping e-commerce isn’t new. It’s a huge multi-billion dollar business in China, but it’s only just picking up in the global West. Over Prime Day, Amazon US had exclusive discounts through influencer-hosted live shopping events via Amazon Live.
Some brands have also started offering additional discounts through its Instagram and social feeds, so we’d recommend following (if only temporarily) all your favourite brands.
4. More ways to pay: Buy Now Pay Later
Another effect of the pandemic and online shopping has been a surge in Buy Now Pay Later purchases. Services such as Klarna, ClearPay and PayPal Credit allow you to split payments into 3-4 chunks or delay payments without interest (or late fees in some cases).
There are risks associated with such payment methods (see our full guide to Klarna) if you’re unable to pay off your purchase, but given the popularity of such services, you’re likely to see more of them at checkout over Black Friday, or retailers developing similar payment options.
5. Slower delivery times
Let’s not forget the nightmare of limited delivery slots when lockdown began. It’s very likely we might see similar bottlenecks this time round with a greater volume of people opting to shop online.
At the start of the first lockdown in 2020, Amazon limited its deliveries to priority items for at-risk customers. This meant items that qualified for free next-day delivery via Amazon Prime still took several days if not weeks to arrive.
While delivery systems are now more equipped to deal with shortages, it’s still worth thinking about setbacks. Just because you’ve beaten the crowd and bought that last 43in OLED 4K HD TV, it doesn’t mean you’ll get it in time for Christmas or the holidays (which is another reason to buy early if you see a good deal ahead of Black Friday).
6. Lottery systems
It wouldn’t surprise us if at-the-door hustle and bustle moved online entirely, with shoppers clamoring to sign up for limited-person slots for in-store shopping. Retailers might introduce a lottery system to allow a few people at a time into the store first.
You’ll probably need to enter such lotteries by email – so additionally, be prepared for newsletters on offers and savings.
7. More exclusive deals online and better offers
Of course, the biggest change we might see is better discounts online than in-store. This may not be surprising, given that the volume of online shopping has dramatically increased since the pandemic began. A Statista study showed global e-commerce traffic ballooned by 6% from January to March 2020.
More people are now familiar and comfortable with online shopping. The pandemic may have even converted skeptics – all of which means there will be loads more people eyeing deals online than in-store and retailers are likely to respond to this.
Expect to see more “online exclusive” Black Friday prices, codes, and vouchers.
8. Slower online experience
With more offers online, you can expect incredibly high volumes of traffic on your favourite retailers’ sites. Brace yourself for being pushed into virtual waiting rooms like Queue-it – especially if you’re after consoles like the PS5 (here’s where to buy it).
This means you will just need to be more targeted with your shopping. Shop by the product instead of the retailer, so you have other options if the site you’re looking at has any difficulties.
Most retailers offer the same prices across the board once sales go into full swing – and if there is a price difference it probably won’t be more than a few pence or pound here and there. Amazon for instance often offers devices like the Fitbit at just 99p less than Currys PC World.
We’ll be keeping an eye on the best Black Friday 2021 tech deals and also offering detailed coverage of the best Black Friday offers.
And if you’re an Apple fan, see the best Black Friday Apple deals on our sister site Macworld UK