With just over a month to go, I'm in full Black Friday prep mode. As in, I've started a Pinterest board with beauty and clothing contenders, plus I have bookmarked my favourite shopping guides to keep track of the best discounts. No chance of me struggling with decision paralysis this time round.
For those wondering when the discounts actually drop, this year Cyber Week launches on Friday, 28th November. Although, we can confirm some sales have already started, with savings possible across LED face masks, viral makeup buys and Korean skincare saviours. Or, for those desperate to refresh their wardrobe, we've already pulled together run-downs of the best Selfridges Black Friday deals, Anthropologie Black Friday deals, and Net-A-Porter deals to enjoy now.
But if you're already feeling overwhelmed, I relate. Being an experienced Black Friday shopping writer, I know how overwhelming the Cyber Weekend can be. Hence why I've popped my top tips to help you make considered and sustainable purchases below. So, read on for everything you need to know about Black Friday 2025, including when, what and my price reduction predictions.
- When is Black Friday 2025 in the UK?
- What is Black Friday?
- But why is Black Friday called ‘Black Friday’?
- What's the difference between Black Friday and Cyber Monday?
- And how long do the Black Friday sales last?
- Which retailers have the best Black Friday sales?
- How to avoid fake deals on Black Friday
- GLAMOUR's Black Friday shopping tips
- What were the best Black Friday deals last year?
- What are the best early Black Friday deals to shop now?
Why you can trust me:
This will be my third year collating Cyber Week guides — that's one year elsewhere and soon to be two at Glamour — meaning I've got a pretty good idea of what to expect. But to ensure I'm an authority on all things shopping, I've attended countless press days, spoken to numerous shopping experts and personally tested hundreds of products to ensure they meet my standards ahead of the savings event. As such, you could say I'm more clued up on the best emerging brands, new releases and best-selling products are worth your money way more than your average online shopper. But you can also be reassured that only products and brands I genuinely love and would recommend make it into my Black Friday and Cyber Monday guides
For reference, I review all products — this includes beauty, clothing, homeware and sex toys — against the following criteria:
| Design | Is it practical, fit for purpose and aesthetic? |
| Price point | Would I be willing to spend that much? Is it good quality? |
| Delivery | How quickly did it arrive, and what were the associated costs? |
| Giftability | Would this make a suitable birthday or Christmas gift? Is it something the recipient actually wants, needs and would enjoy? |
When is Black Friday 2025 in the UK?
This year, Black Friday falls on Friday, 28th November — AKA the fourth Thursday of the month and the day after America's Thanksgiving holiday. Often, the deals will run until midnight on Cyber Monday, with Monday, 1st December 2025, designated as the final day of discounts. Last year, it took place on Friday, 29th November 2024, with the deals ending on Monday, 2nd December 2024.
Of course, our favourite beauty, clothing, homeware and sex toy brands often launch their Black Friday sales early — perhaps because they know some of us just can't wait. However, before you get carried away, it's worth remembering that some will save their biggest and best discounts for the Black Friday weekend.
From statement leather jackets to the party dresses on every editor's wish list.
What is Black Friday?
For those needing a reminder, Black Friday is an international shopping bonanza, with thousands of brands discounting their stock both in-store and online to, often, their lowest prices of the year.
These deals usually extend across all categories, including fashion — keep tabs on the best Selfridges Black Friday deals and best Anthropologie Black Friday deals here — and beauty. For example, it's the ideal time to upgrade your hair dryer or mattress, with our in-house expert, Mayola Fernades, tracking down a host of premature Black Friday mattress deals.
Elevate your sleep quality tenfold.
But why is Black Friday called ‘Black Friday’?
As far as we're aware, no one's confirmed why Black Friday is known as ‘Black Friday’. What we do know, however, is that the title was the work of our American cousins.
A few theories are floated around — one being that it stems from the fact that businesses typically note profits in black and losses in red. Another idea is that police used ‘Black Friday’ to refer to days when they struggled to control crowds and petty crime, which ensued as a result of large queues.
What's the difference between Black Friday and Cyber Monday?
While Black Friday is the main event, Cyber Monday offers a final (welcome) chance to score a saving. Previously, you could shop the best Black Friday deals both in-store and online, while Cyber Monday was an exclusive online event. However, most retailers now offer the discounts in person and online.
And how long do the Black Friday sales last?
Historically, Black Friday was a 24-hour shopping event. However, we've seen the deals extend across the entire weekend, giving you more time to make considered purchases.
While many brands will drop huge discounts on the big day and keep them running until midnight on Cyber Monday (more on that later), some stores keep the deals go early and keep the deals coming for weeks after — perfect for Christmas shopping.
In previous years, the Charlotte Tilbury Black Friday sale has started a week early, as have the Trinny London Black Friday, Medik8 Black Friday and Glossier Black Friday events. Online shopping addicts, rejoice.
There's 25% off everything - yep, everything.
Which retailers have the best Black Friday sales?
Ever since its UK launch in 2022, Sephora has become my go-to for everything from cult skincare buys to TikTok-trending lip oils. It’s where I stock up on my staples, discover new favourites, and – let’s be real – fill baskets I probably shouldn’t.
Black Friday-wise, the brand is usually fairly generous with its Cyber Week discounts, last year offering up to 60% off a selection of our favourite fragrances, Korean beauty and a host of suitable Christmas beauty gifts.
Last year, we saw up to 40% off sitewide, providing the perfect excuse to stock up on your ride-or-dies, from glowy serums to multitasking makeup staples.
Shop the best Trinny London Black Friday deals here.
You see, SKIMS rarely has a sale (literally only twice a year) – so when Kim Kardashian's brand does put the effort into discounting its items, you know the discounts are going to be good. Last year's SKIMS Black Friday sale? The best it's ever been. Everything from the pyjama sets to loungewear and – drum roll please – the viral Nipple Bra were all discounted for a (very) limited time.
Shop the best Skims Black Friday deals here.
Of all the early Black Friday deals I've seen, the Net-A-Porter sale is the best of them all, with more than 19,152 pieces — across 800 brands, including Reformation, Khaite and The Row — now up to 80% off.
Shop the best Net-A-Porter Black Friday deals here.
The brand doesn't actually do Black Friday, but rather a Christmas countdown that involves savings across all categories. So, whether you're in the market for the double-breasted winter coat of your dreams or a functional pair of fashion trainers to see you through the colder months, it's already offering up to 50% off selected styles.
Shop the best Selfridges Black Friday deals here.
Having been a shopping editor for almost four years, I feel I have the authority to say that the Anthropologie Black Friday sale is one of the best. Spanning every category, including clothing, beauty, Christmas gifts and homeware, the brand over-delivers, dropping its prices by up to 70%.
Shop the best Anthropologie Black Friday deals here.
The fashion set's first port of call for wardrobe basics or branded pieces (Nobody's Child, & Other Stories, ARKET and adidas), all delivered within 24 to 48 hours. And, as a pre-Black Friday treat, ASOS is offering up to 80% off thousands of styles.
Shop the best Black Friday clothing deals here.
The brand took TikTok by storm back in 2023 and has continued to be in high demand ever since — evident in the permanent pop-ups Harrods and Selfridges have now added to their London stores. While the brand doesn't actually do a big Black Friday sale, there are still discounts to be had, sometimes via Amazon, other times Selfridges or Fenwick.
Shop the best Jellycat Black Friday deals here.
If you don't know about REM-Fit mattresses, then Black Friday is your chance to get to know them. Take the REM-Fit 400, designed to keep you at the optimal temperature throughout the night, providing pressure relief for sleepers, as well as being suitable for use on all types of bed frames, too. With savings of up to 10% available right now, we've got high hopes come Cyber Week.
Shop the best Black Friday mattress deals here.
It's one of the most well-known retailers for sexual wellness essentials — this includes an abundance of vibrators, lube and toy cleaners — and arguably one of the best if you're a beginner trying to stick to a budget, usually offering up to 60% off a wide selection of clit suckers, vibrators and lube.
Shop the best Black Friday sex toy deals here.
From statement leather jackets to the party dresses on every editor's wish list.
How to avoid fake deals on Black Friday:
I've got no shame in admitting that I fell victim to a shopping scam earlier this year, ending up with a pair of wannabe Birkenstock Boston's. In my defence, the advert looked legit, and the saving was too good to skip.
For context, three out of every four Black Friday-themed spam emails in 2024 were scams. So, how do you avoid fake deals and scams during one of the biggest shopping events of the year?
First, check that the website is correct. If coming through social media, I'd suggest Googling the brand to check the URL matches. I'd also follow the NCSC's advice to shoppers: setting up two-step verification, using random passwords to prevent cyber scammers from gaining access to your shopping baskets or email, and considering using payment platforms like Apple Pay or PayPal when checking out for extra financial protection.
But to ensure you're actually getting a good deal, check the price across various retailers. You can do this manually, or use a site like Idealo, which compares prices and delivery costs.
GLAMOUR's Black Friday shopping tips:
Let's get one thing straight: Black Friday isn't about impulsive, rushed purchases. Considered shopping is the name of the game, the point to save on pieces and products that have held a spot on your wishlist for a long time — or restocks of the members of your regular rotation. With that in mind, here are the best Black Friday shopping tips…
- Create a wish list of items you want/need ahead of time so you know what you're scrolling for. Even consider filtering the sale offerings to avoid temptation.
- Do the same but for gifts for your loved ones. A holiday season shopping guide will help you stay on track and stop you from settling for a sub-par subscription or gift voucher.
- Make sure you're following your favourite brands on social media, and sign up for GLAMOUR's shopping newsletter, as we'll be highlighting the best Black Friday deals not to miss.
- Read reviews for sites you haven't used before.
- Consider bookmarking our branded pages to stay up-to-date on the biggest and best discounts.
What were the best Black Friday deals last year?
If Black Friday 2024 is anything to go by, this year's sale is set to be special. Last year, we were offered up to 50% off on select makeup, haircare, skincare and body care from brands such as Sephora, Glossier and REFY.
Amazon, unsurprisingly, also served up some epic Black Friday offers – and even though the latest Big Deal Days sale has just wrapped up, we're expecting it to join in the November discounted fun too. But forget what you thought you knew: the Amazon sale wasn't limited to gaming consoles, laptop deals, cordless Shark vacuum cleaners, LEGO, electric toothbrushes and Echo smart home devices. The e-tailer's Black Friday beauty deals were incredible, with stellar savings on brands like L'Oreal, Remington, Philips and Elemis too.
As for the most-purchased products by Glamour readers on Black Friday? That'd be the Harvey Nichols beauty advent calendar, the Sephora Beauty Advent Calendar (FYI, all the best beauty advent calendars tend to be discounted), the L’Oréal Paris Volume Million Lashes Panorama Mascara and the Dusk Feels Like Down Duvet.
Five-star luxury sofas, coming to a living room near you.
What are the best early Black Friday deals to shop now?
While most Black Friday deals haven't dropped off yet, there are some pretty good autumn sales to make the most of right now — including savings on one of our favourite LED face masks, the eyelash serum our editors swear by, and winter wardrobe essentials.
