Black Friday in UK 2026 start with the date, Friday, November 27, 2026, and a wide range of spending estimates: last year’s forecasts of total Black Friday spending ran from £3.9 billion (Finder) to £6.4 billion (PwC) and £10.2 billion (Barclays), while Adobe recorded £1.16 billion of online spending on the day itself and £3.79 billion online across the four-day weekend. Early 2026 surveys point to caution, with YouGov finding that only 23% of British adults expect to buy and Omnisend putting average planned UK spend at £267, down 32%.
Black Friday in UK 2026 – Introduction
Black Friday in UK 2026 depend on who is counting. Forecasters define “spending” differently, and their totals for last year ranged from £3.9 billion to £10.2 billion. This report shows each figure with its definition. It combines Adobe’s online sales data, PwC and Barclays forecasts, UK Finance card data, the Office for National Statistics (ONS) and 2026 shopper surveys from YouGov, Omnisend and Sinch.
This report is current as of November 1, 2026, 26 days before Black Friday. PwC and Barclays had not yet published their 2026 forecasts in the sources reviewed, so the 2025 figures are the latest full-event data. Retailers have already started their sales, and the tables below separate confirmed live deals from those still predicted. Calculations are marked as report calculations.
Interesting Facts About Black Friday in UK 2026
| Metric | Latest Data Point |
|---|---|
| Black Friday 2026 date | Friday, November 27, 2026 |
| Cyber Monday 2026 date | Monday, November 30, 2026 |
| UK online spend on Black Friday 2025 (Adobe) | £1.1607 billion |
| UK online spend, four-day weekend 2025 (Adobe) | About £3.79 billion |
| UK online spend, Nov–Dec 2025 (Adobe) | £26.9 billion (+4.1%) |
| PwC forecast for Black Friday 2025 | £6.4 billion (+1.5%) |
| Record Black Friday spend (PwC, 2019) | £7.9 billion |
| Share of GB retail sales made online, September 2026 (ONS) | 28.8% |
| UK CPI inflation, September 2026 | 3.5% |
| Share of British adults expecting to buy in 2026 (YouGov) | 23% |
| Average planned spend, YouGov / Omnisend (2026) | £206 / £267 |
Data source: Adobe Analytics, as reported by WhyMatters; PwC UK (November 2025); Barclays (November 2025); Finder (2025); ONS Retail Sales and Consumer Price Inflation, September 2026; YouGov and Omnisend 2026 surveys.
Adobe’s online data are the firmest UK numbers, because they count actual transactions: £1.1607 billion on Black Friday and about £3.79 billion across the four days. Forecasts for total spending, which include in-store sales, vary more. PwC expected £6.4 billion for 2025 and Barclays £10.2 billion. PwC’s own 2019 record of £7.9 billion still stands as the highest figure on that series.
Early 2026 signals lean cautious. ONS reports inflation of 3.5% in September and online sales at 28.8% of retail. YouGov finds just 23% of British adults expect to buy this year. These rows frame Black Friday Statistics in UK 2026 as an event where spending intentions are softer than the 2025 forecasts while the online share keeps rising.
Black Friday UK Spending 2026: How Much Did Britain Spend in 2025?
BLACK FRIDAY 2025 FORECASTS, AVERAGE PLANNED SPEND PER SHOPPER (£)
Barclays ████████████████████████████████████████ 430
PwC (men) ████████████████████████████░░░░░░░░░░░░ 309
Finder ███████████░░░░░░░░░░░░░░░░░░░░░░░░░░░░░ 124
| Source (Black Friday 2025) | Total Spend Forecast | Average per Person | Participation |
|---|---|---|---|
| Finder | £3.9 billion (+2% vs £3.8 billion in 2024) | £124 (from £122) | 58% plan to spend (31.9 million adults) |
| PwC UK | £6.4 billion (+1.5% vs £6.3 billion) | £309 for men | 46% interested (53% in 2024) |
| Barclays | Over £10.2 billion | £430 (+£91) | 43% (37% in 2024) |
| Record, PwC 2019 | £7.9 billion | Not applicable | Not applicable |
| Low, Finder 2023 | £3 billion | Not applicable | Not applicable |
Data source: Finder, Black Friday in the UK: Statistics for 2025; PwC UK press release (November 2025); Barclays Consumer Spend Report (25 November 2025).
The three forecasts measure different things. Finder asks consumers what they plan to spend over Black Friday and Cyber Monday, giving £3.9 billion. PwC projects total retail spending on Black Friday at £6.4 billion, up 1.5%, and finds men plan to spend £309, 43% more than women. Barclays combines card data and survey answers and arrives at £10.2 billion, which implies about 23.7 million shoppers at £430 each (report calculation).
The participation rows matter as much as the totals. PwC found interest in Black Friday fell to 46% from 53%, a return to 2023 levels when the cost-of-living crisis depressed demand. Barclays found interest rose to 43% from 37%, with 76% of Gen Z planning to shop. The sources do not agree on direction, so Black Friday Statistics in UK 2026 forecasts should be read with each source’s definition in mind.
UK Online Black Friday Sales 2026: Adobe Daily Data From 2025
UK ONLINE SPENDING, BLACK FRIDAY WEEKEND 2025 (£ MILLION)
Black Friday (Fri) ████████████████████████████████████████ 1,160.7
Cyber Monday (Mon) █████████████████████████████████░░░░░░░ 960.3
Sunday ███████████████████████████████░░░░░░░░░ 910.0
Saturday ██████████████████████████░░░░░░░░░░░░░░ 762.6
| Day (2025) | UK Online Spend | Share of Four-Day Total |
|---|---|---|
| Black Friday (Friday) | £1,160.7 million | 30.6% |
| Saturday | £762.6 million | 20.1% |
| Sunday | £910.0 million | 24.0% |
| Cyber Monday (Monday) | £960.3 million | 25.3% |
| Four-day total | £3,793.6 million | 100% |
| Nov 1–Dec 31, 2025 total | £26.9 billion (+4.1%) | Four days = 14.1% |
| Full-year 2025 UK online spend | £118.5 billion (+2.8%) | Not applicable |
Data source: Adobe Analytics UK data, as reported by WhyMatters (2026). Shares and the four-day total are report calculations.
Black Friday was the biggest single UK online day of 2025 at £1.1607 billion, which Adobe called the largest of the year. Cyber Monday followed at £960.3 million, then Sunday at £910 million and Saturday at £762.6 million. The four days added up to about £3.79 billion, or 14.1% of the £26.9 billion UK shoppers spent online in November and December (report calculation).
The season is growing slowly. Online spending in November and December rose 4.1%, the third straight year of growth, and full-year 2025 online spending reached £118.5 billion, up 2.8%. Black Friday weekend is a large share of the season but not most of it. Retailers now spread discounts over weeks, so the single-day peak understates how much of Black Friday Statistics in UK 2026 actually happens before the day.
UK Black Friday Shopper Intentions 2026: YouGov, Omnisend and Sinch Surveys
AVERAGE PLANNED UK BLACK FRIDAY SPEND BY SURVEY (£)
Omnisend 2026 (UK) ██████████████████████████████████████░░ 267
YouGov 2026 (mean) █████████████████████████████░░░░░░░░░░░ 206
YouGov 2026 (median) ████████████████████████░░░░░░░░░░░░░░░░ 175
Finder 2025 █████████████████░░░░░░░░░░░░░░░░░░░░░░░ 124
| Survey (2026 unless noted) | Key UK Finding |
|---|---|
| YouGov (British adults) | 23% expect to buy; average £206, median £175 |
| YouGov (likely shoppers) | 40% expect to spend about the same as last year |
| YouGov (generations) | 12% of Gen Z and Millennials expect to spend more, vs 5% of Gen X and Boomers |
| Omnisend (UK, 4,363 respondents across four countries) | Average planned spend £267, down 32% |
| Sinch (UK, France, Germany, Spain) | 42% of UK shoppers plan to cut back, vs 25% in France |
| Sinch (all Europe) | 23% plan to spend more |
| YouGov (AI use) | 40% would use AI to find the best price; 7% would let it add an item to a basket |
Data source: YouGov (2026), as reported by STM Agency; Omnisend BFCM 2026 Spending Predictions; Sinch 2026 survey, as reported by ShippyPro.
YouGov puts planned UK participation at 23% of adults, with a mean spend of £206 and a median of £175. The gap between mean and median shows a few big spenders pulling the average up. Omnisend’s UK average is higher at £267 but down 32% from last year, and Sinch found 42% of UK shoppers plan to cut back, the most of four European countries compared.
The surveys agree on tone even though their numbers differ. Younger shoppers are more upbeat, with 12% of Gen Z and Millennials expecting to spend more against 5% of older groups. AI appears at the research stage, not the checkout: 40% would let AI find the best price, but only 7% would let it add an item to a basket. Because the questions differ, treat the survey averages as signals for Black Friday Statistics in UK 2026, not as a total.
UK Retail and Online Share 2026: ONS Data Before Black Friday
ONLINE SHARE OF GB RETAIL SALES (%)
Feb 2020 ███████████████████░░░░░░░░░░░░░░░░░░░░░ 19.1
Nov 2025 ████████████████████████████░░░░░░░░░░░░ 28.6
Aug 2026 ████████████████████████████░░░░░░░░░░░░ 28.9
Sep 2026 ████████████████████████████░░░░░░░░░░░░ 28.8
| ONS Indicator | Value |
|---|---|
| Online share of retail sales, September 2026 (seasonally adjusted) | 28.8% (from 28.9% in August) |
| Online share, November 2025 | 28.6% (from 28.4% in October) |
| Online share, February 2020 (pre-pandemic) | 19.1% (not seasonally adjusted) |
| Online retail values, November 2025 vs November 2024 | +8.3% |
| Average weekly internet sales, May 2026 | £2.8 billion |
| Retail sales volumes, September 2026 | –0.4% month on month; +0.8% year on year |
| Retail sales volumes, third quarter 2026 | +0.7% on the previous quarter |
| CPI inflation, September 2026 | 3.5% (core 2.8%, RPI 3.9%) |
Data source: Office for National Statistics, Retail sales, Great Britain: September 2026 (23 October 2026) and Consumer price inflation, UK: September 2026 (21 October 2026); older online share points as compiled by Seller Spring and WhyMatters. The February 2020 figure is not seasonally adjusted, so the chart mixes bases.
Online retail now takes 28.8% of GB retail sales, up from 19.1% before the pandemic, a gain of 9.7 percentage points (report calculation). In November 2025 online values were 8.3% above November 2024. The share fell slightly from 28.9% in August to 28.8% in September 2026 as online clothing retailers reported weak demand for autumn and winter ranges.
The backdrop for Black Friday is weak real spending. Retail volumes fell 0.4% in September and rose only 0.8% over the year, while CPI inflation of 3.5% is the highest of the three comparison economies the ONS cited, ahead of France at 3.4% and Germany at 3.3%. The BRC also reported a sharp September footfall decline, with high streets and shopping centres hit hardest. These trends point to a Black Friday Statistics in UK 2026 story driven by price-conscious, mostly online shoppers.
Where UK Shoppers Buy on Black Friday 2026: Online, In-Store and Top Categories
BLACK FRIDAY 2025 SPENDING BY CHANNEL (PWC, %)
Online for delivery ███████████████████████████████████████░ 67
Online click-collect ██████░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░ 12
In store ██████████░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░ 20
| Indicator (2025 data) | Value | Source |
|---|---|---|
| Spending online for delivery | Just over two-thirds (about 67%) | PwC UK |
| Spending online for click-and-collect | 12% | PwC UK |
| Spending in store | 20% | PwC UK |
| Adults planning to shop online | 69% | Barclays |
| Adults planning to shop in store | 34% | Barclays |
| Gen Z (18–27) shopping in person | 40% | Barclays |
| Baby Boomers (60–78) browsing online | 81% | Barclays |
| Most-planned categories | Technology 48%, fashion 38% | PwC UK |
Data source: PwC UK press release and Retail Outlook (November 2025); Barclays Consumer Spend Report (November 2025). The online-for-delivery figure of about 67% is a report approximation of PwC’s “just over two-thirds.”
About 79% of Black Friday spending in PwC’s forecast happened online, 67% for delivery and 12% for click-and-collect (PwC says eight in ten), with only 20% in store (the rounded shares sum to 99%). Barclays found 69% of adults planned to shop online and 34% in store, since many people use both. Boomers were the most online group at 81%, while 40% of 18–27-year-olds still planned to shop in person.
Technology (48%) and fashion (38%) are the main categories, and PwC says shoppers are buying more for themselves than for gifts. Men planned to spend £309, 17% more than last year. Both categories feed the online-heavy pattern that defines Black Friday Statistics in UK 2026.
Black Friday 2026 UK Deals: Which Retailers Started Early?
SALE LENGTH, BLACK FRIDAY 2026 (DAYS, START TO END)
Currys (live) ████████████████████████████████████████ 35
Dyson (predicted) ███████████████████████████████████████░ 34
B&M (predicted) █████████████████████████████████████░░░ 33
Argos (predicted) █████████████████████████████████████░░░ 33
John Lewis (pred.) ████████████████████████████████████░░░░ 32
B&Q (predicted) ████████████████████████████████████░░░░ 32
Asda (predicted) ██████████████████████████░░░░░░░░░░░░░░ 23
| Retailer | Start | End | Status (Nov 1) |
|---|---|---|---|
| Currys | Oct 28 | Dec 1 | Live; up to 40% off, 1,500+ items |
| AO.com and Boots | Oct 28 | Not stated | Live |
| Dyson | Oct 28 | Nov 30 | Predicted |
| B&M | Oct 29 | Nov 30 | Predicted |
| Argos | Oct 30 | Dec 1 | Predicted |
| John Lewis | Oct 30 | Nov 30 | Predicted |
| B&Q | Oct 30 | Nov 30 | Predicted |
| Asda | Nov 11 | Dec 3 | Predicted |
Data source: MoneySavingExpert and Which? reporting on retailer start dates, as compiled by Shoppappy (29 October 2026). Sale lengths in days are inclusive report calculations. “Predicted” dates were not confirmed by retailers when compiled.
Black Friday 2026 started early. Currys, AO.com and Boots launched their sales on October 28, 30 days before the Friday itself, and Decathlon gave members access two days earlier. Currys runs its sale for 35 days to December 1. Other major retailers are expected to follow within days.
Long sales dilute the single-day spike. The retailers above run sales between 23 and 35 days, so “Black Friday” is now a month-long window. Reporting on last year’s sales found that some Dyson items returned to full price before Black Friday and some John Lewis offers weakened on the day itself, which is a reason to check price histories before buying. Early starts also move spending into October and early November, which complicates Black Friday Statistics in UK 2026.
Black Friday Sentiment and Card Spending 2026: Scepticism, Saving and UK Finance Data
UK ATTITUDES TO BLACK FRIDAY, BARCLAYS 2025 (% OF ADULTS)
Doubt real value of deals ███████████████████████████████████████░ 68
Think sales encourage waste ██████████████████████████████████████░░ 65
Look forward less than before███████████████████████████░░░░░░░░░░░░░ 44
Have been saving for sales ████████████████░░░░░░░░░░░░░░░░░░░░░░░░ 26
| Indicator | Value |
|---|---|
| Adults doubtful about the real value of Black Friday deals (Barclays, 2025) | 68% |
| Adults who think sales encourage unnecessary spending | 65% |
| Adults who look forward to the sales less than they used to | 44% |
| Adults saving for the Black Friday and Christmas period | 26% |
| Black Friday 2025 card transactions vs average day (Barclays) | +62%, busiest card day of the year to that point |
| UK Finance card transactions, November 2025 | 2.15 billion (–1.1%) |
| UK Finance card spending, November 2025 | £71.7 billion (–2.4%) |
| Debit / credit card spending, November 2025 | £66.7 billion (–0.8%) / +2.6% |
Data source: Barclays Consumer Spend Report (November 2025); UK Finance card spending data for November 2025, as reported by WhyMatters.
British shoppers distrust the event. Barclays found 68% doubt the real value of Black Friday and Cyber Monday deals, 65% think the sales encourage unnecessary spending, and 44% look forward to them less than before. 26% have been saving up. Even so, Barclays recorded card transactions 62% above an average day on Black Friday 2025, its busiest card day of the year to that point.
Card totals do not show a boom. UK Finance recorded 2.15 billion card transactions in November 2025, down 1.1%, and total card spending of £71.7 billion, down 2.4%. Credit card spending rose 2.6% while debit spending fell 0.8%. Spending is concentrated on a few discounted days, not lifted across the month. That helps explain why sources differ so much in Black Friday Statistics in UK 2026.
Black Friday in UK 2026 FAQ
When Is Black Friday in the UK in 2026?
Friday, November 27, 2026. Cyber Monday is November 30. Several retailers started sales on October 28.
How Much Do UK Shoppers Spend on Black Friday in 2026?
No 2026 total is available yet. Last year’s forecasts were £3.9 billion (Finder), £6.4 billion (PwC) and £10.2 billion (Barclays), depending on the definition.
How Much Was Spent Online on Black Friday in the UK Before 2026?
Adobe recorded £1.1607 billion online on Black Friday 2025 and about £3.79 billion over the four-day weekend.
What Is the Average Black Friday Spend per Person in the UK in 2026?
Estimates range from £175 (YouGov median) and £206 (YouGov mean) to £267 (Omnisend). Barclays’ 2025 figure was £430.
What Percentage of UK Adults Shop on Black Friday in 2026?
YouGov finds 23% of British adults expect to buy in 2026. In 2025, PwC found 46% interested and Barclays 43%.
Is Black Friday Mostly Online in the UK in 2026?
Yes. PwC expected about eight in ten pounds (79% by its shares) of Black Friday 2025 spending online, including click-and-collect, and ONS puts the online share of all retail at 28.8%.
What Do UK Shoppers Buy on Black Friday in 2026?
Technology (48%) and fashion (38%) were the most-planned categories in PwC’s 2025 survey. Omnisend finds clothing, tech and toys most popular in 2026.
Are UK Shoppers Spending Less on Black Friday in 2026?
Surveys point that way: Omnisend finds planned UK spend down 32% and Sinch finds 42% plan to cut back. Official forecasts from PwC and Barclays were not out on November 1.
What Is UK Inflation Going Into Black Friday 2026?
CPI inflation was 3.5% in September 2026, with core inflation at 2.8%. The next ONS release is November 18.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
