Tumble Talk
The UK sales calendar: when things usually go on sale
Here's a secret the shops would rather you didn't think about too hard: most "big sales" happen at roughly the same time every year. Once you know the rhythm, you stop panic-buying at full price in March for something that'll almost certainly be cheaper in November.
So here's the UK shopping year, month by month. One caveat before we start: retailers set their own dates and can change them whenever they like. Treat this as a rough map, not a promise.
January: the January sales
Boxing Day blurs straight into the January sales, and plenty of retailers keep clearing winter stock well into the month. It's traditionally a good time for:
- Winter clothing and coats. Shops want the space back for spring ranges.
- Christmas leftovers. Gift sets, decorations, selection boxes, that sort of thing.
- Bedding and homeware. "White sales" on linens are a long-running January tradition.
It's also when a lot of us are skint after December, so go in with a list rather than a vague urge to treat yourself.
February and March: the quiet patch
Not much happens in the way of big headline events. There are still deals around, though. Some tech gets cheaper as newer models land. TV makers usually show off their new ranges at the CES tech show in January, and the new sets tend to reach UK shops from late spring into summer. Consumer group Which? points out that this changeover, when last year's sets are being cleared, is often a sweet spot for bargains. More on that in our guide to the best time to buy a TV, laptop or air fryer.
Easter (spring)
Easter moves around. In 2027 Easter Sunday falls on 28 March, with the Good Friday bank holiday on 26 March and Easter Monday on 29 March (Easter Monday is a bank holiday everywhere except Scotland). Many retailers run spring or Easter sales around the bank holiday weekend, and you'll usually see garden furniture, BBQs and outdoor kit start to pop up. DIY and garden retailers like a bank holiday sale, and that goes for the May bank holidays too.
Summer: Prime Day and the summer sales
Amazon's Prime Day is the big one. It sat in July for years, but in 2026 it ran from 23 to 26 June in the UK. In 2025 it was 8 to 11 July, the first time it ran for four days. Deals are for Prime members only, and other retailers often run their own sales at the same time to grab some of the attention.
The high-street summer sales usually kick off around late June and July, clearing summer clothing and seasonal stock.
August and September: back to school
Back-to-school deals tend to cover laptops, tablets, stationery, school shoes and uniforms. If a student in your house needs a laptop, late summer is worth watching, though it isn't always the cheapest point of the year.
October: Prime Big Deal Days
Amazon added a second Prime-only event in October 2022 (it was called the Prime Early Access Sale back then). In 2026, Prime Big Deal Days ran on 6 and 7 October. Lots of people treat it as an early Christmas shopping window, especially for toys and gifts.
November: Black Friday and Cyber Monday
The main event. Black Friday is the day after US Thanksgiving, which puts it on Friday 27 November 2026, with Cyber Monday on 30 November 2026. In practice it's more like Black Friday fortnight now. Amazon UK's Black Friday Week ran from 20 November to 1 December in 2025, and plenty of retailers start even earlier. Tech, kitchen appliances, smart home gear and toys are the usual headliners.
December: Christmas and Boxing Day
The run-up to Christmas tends to be more about delivery cut-offs than discounts, though some retailers keep Black Friday prices going for a while. Then Boxing Day (26 December) brings the sales back, both in shops and online.
How to use the calendar
- Know what you need before the sale. A list beats wandering around "just seeing what's on".
- Big purchases? Look at the timing. If it's November and you want a new TV, waiting a few weeks may pay off. If it's January and your washing machine has just died, buy the one you need. A sale is no use if you've got a flooded kitchen.
- Don't get dazzled by the percentage. A big "% off" next to a crossed-out price doesn't tell you much on its own. Look at what the thing has actually been selling for.
- Sales aren't the only time prices drop. Good deals pop up all year, often with no fanfare at all.
That last one is why we post deals all year round, not just in November. If you want to see them as they drop, follow Price Tumble on X, on Facebook (facebook.com/pricetumble) or on Telegram. No sign-up and nothing to fill in, just follow. Wobbles will take it from there.
Dates are correct to the best of our knowledge at the time of writing. Retailers can change their event dates, so check before you plan around one.
