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The November Siege

Saturday, 08 November 2025 12:11

Summary

The traditional one-day shopping event known as Black Friday has definitively transformed into a month-long period of discounts and promotions. Officially dated for 28 November 2025, major UK retailers have already commenced their sales, launching a wave of early offers across technology, fashion, and home goods. This strategic shift, creating what is now effectively 'Black November', reflects a new retail reality where competition is fierce and consumers are encouraged to start their holiday shopping weeks in advance. Retail giants like Currys, John Lewis, and Amazon are at the forefront, releasing significant deals on everything from the latest Apple gadgets and 4K televisions to sought-after home appliances and beauty products. This extended sales period alters consumer behaviour, moving away from a single day of frantic purchasing to a more sustained and considered approach to bargain hunting throughout the month, blurring the lines between the traditional Black Friday and Cyber Monday events.

The Calendar Creep of Commerce

Black Friday, an American retail tradition pegged to the day after Thanksgiving, has firmly established itself as a global phenomenon, particularly in the United Kingdom.6 For 2025, the official date falls on 28 November, with the subsequent Cyber Monday on 1 December.3,6,7 However, the concept of a single day of frantic shopping has become almost obsolete.6 A clear and accelerating trend has seen retailers begin their promotional activities far earlier, effectively stretching the event across the entire month of November.6 This extended sales period, often dubbed 'Black November', has become the new norm as retailers compete for consumer spending in the critical run-up to the Christmas season.6,43

Major UK retailers have been quick to embrace this strategy.43 John Lewis & Partners, for instance, initiated its Black Friday sale as early as 29 October 2025, ensuring a full month of offers.15 Similarly, Currys launched its campaign on 29 October, promising deals until 2 December.30 The online retailer Very also signalled an early start, with its event commencing on 3 November and running through to 1 December.10 This pre-emptive approach is not limited to a few key players; a broad spectrum of retailers, including Amazon, Argos, and AO.com, have launched early sales, indicating a market-wide shift.2,30,43 This strategic 'calendar creep' aims to capture consumer attention early, smoothing out demand and mitigating the logistical pressures of a single-day sales peak.43

The Technology Tsunami

Consumer electronics consistently represent the epicentre of Black Friday activity, and 2025 is no exception, with substantial early discounts appearing across a vast range of products.25 Televisions, a perennial big-ticket item, are seeing significant price reductions.5 Retailers like Currys, John Lewis, and Amazon are offering hundreds of pounds off 4K, QLED, and OLED models from leading brands such as Samsung, LG, and Sony.5,20,23 For example, Currys has advertised savings of up to £1,000 on high-end televisions.5,20

The laptop market is also highly competitive.28 Deals are available on a wide array of devices, from everyday workhorses to high-performance machines.19 An Asus Vivobook 15 saw a £200 reduction at Box.co.uk, bringing its price down to £399.99.19 Currys offered a £420 saving on the Asus Zenbook A14, while a Lenovo IdeaPad slim 5 was reduced at Box.co.uk.19 Apple's popular MacBook Air models are also part of the early sales, with Very offering a £50 discount on the new M4 model.8,19 Argos has been noted for reducing the M2 MacBook Air to its lowest ever price of £699.24

Other personal technology is heavily featured in the early promotions.8 The Apple Watch Series 10 has been discounted by £130 at Very.8 Amazon has reduced the price of Apple's AirPods Pro 2 from £229 to £199.8 In the home appliance sector, vacuum cleaners from brands like Dyson and Shark are seeing price cuts of up to £200.20 A Dyson V11, for example, was reduced from £499 to £348 at Currys.9 The popular Ninja Foodi Max Air Fryer has also been discounted by retailers including Currys.20

A Calculated Approach from Cupertino

Apple itself rarely offers direct monetary discounts on its products during the Black Friday period.14 Instead, the technology giant typically runs a promotional event offering gift cards with the purchase of selected items.8 For 2025, it is anticipated that customers buying iPhones, iPads, and MacBooks will receive gift cards worth up to £80.8 This strategy encourages future spending within the Apple ecosystem rather than devaluing the products with outright price cuts.30

Consequently, consumers seeking direct savings on Apple hardware must look to third-party retailers.14 These retailers have already begun offering significant reductions on a range of Apple devices.8,14 John Lewis, Very, and Laptops Direct are among those with early deals on the latest iPhones, iPads, and Apple Watches.8,40 For instance, the iPhone 16e, which launched earlier in the year, has seen a £70 price drop at Laptops Direct, bringing it to £479.40 The 2025 Apple iPad has been reduced to £299 at John Lewis.36 Even recent releases like the iPhone 17 range are subject to deals, with Currys-backed site Mobiles.co.uk offering contracts with hundreds of pounds off.14 This dynamic creates a competitive market where authorised resellers, rather than the brand itself, drive the Black Friday discounts on one of the most sought-after technology brands.

Beyond the Screen

While technology often dominates the headlines, the early Black Friday sales extend deep into other retail sectors, including fashion, beauty, and home goods.16 In fashion, retailers like ASOS are offering up to 54% off selected items, while Myer has discounts of up to 40% on women's fashion.16 John Lewis has also included up to 50% off items such as winter coats and designer handbags in its early sale.18

The beauty sector is similarly active.39 John Lewis is offering 20% off premium brands like Chanel and Charlotte Tilbury.12 Boots has a wide-ranging sale with savings on thousands of beauty products.2 American retailer Ulta Beauty began its early Black Friday offers on 26 October, with weekly deals of up to 40% off major brands such as Lancôme and Clinique.39

Gaming is another key battleground.38 Retailers are promoting deals on consoles, games, and accessories for PlayStation 5, Xbox, and the new Nintendo Switch 2.17,31,38 EE, for example, is offering a Nintendo Switch 2 bundle for £20 a month.37 Currys has highlighted its offers on PS5 consoles and Xbox accessories.31 This broad discounting across multiple categories underscores the event's evolution into an all-encompassing retail occasion, providing opportunities for savings on a wide variety of goods well before the official start date.

Navigating the New Retail Landscape

The extension of the Black Friday sales period presents both opportunities and challenges for consumers. The primary advantage is the increased time available to research and compare prices, reducing the pressure of impulse buying that characterised the single-day event.30 Retailers are also implementing measures to build consumer confidence in shopping early. Currys, for example, has introduced a 'lowest ever price' guarantee on thousands of products, promising that the price will not be beaten.9 The retailer also offers a price guarantee: if a customer buys an item between 29 October and 18 November and the price drops further before 2 December, they can be refunded the difference, provided the purchase is registered.9

John Lewis leverages its reputation for customer service by offering extended warranties, such as a five-year guarantee on TVs, which can provide additional value even if the headline price is matched by competitors.30 However, shoppers are still advised to exercise caution. Price tracking tools can help verify whether a 'deal' is genuinely a significant reduction compared to its price history.30 Comparison shopping remains crucial, as even with price-match promises, prices for the same item can vary between retailers.9,30 The transformation of Black Friday from a day into a season requires a more strategic and informed approach from consumers to truly capitalise on the available offers.

Conclusion

The retail landscape of late autumn has been irrevocably altered. The singular, chaotic day of Black Friday has been superseded by a prolonged, strategic campaign that begins as early as October. For 2025, the pattern is not just confirmed but deeply entrenched, with virtually every major UK retailer launching deals weeks ahead of the 28 November date. This shift serves the dual purpose of easing logistical burdens for sellers and providing consumers with a less frenetic shopping experience. The breadth of early offers, spanning from high-end electronics and the latest gaming consoles to fashion and everyday home appliances, demonstrates the event's pervasive influence across all sectors of retail. While this new paradigm offers the benefit of extended time for considered purchases, it also demands greater diligence from shoppers to distinguish genuine bargains from persistent promotions. The era of the 'Black November' is firmly established, redefining the rhythm of festive shopping and setting a new standard for one of the most significant commercial periods of the year.

References

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