The Quick Answer: Black Friday wins overall with better stock, longer return windows, and 27-41% average discounts on electronics. But Christmas sales crush it for fashion clearances (up to 70% off) and if you’re spending gift vouchers. Electronics buyers should shop Black Friday. Fashion hunters wait for Boxing Day. Smart shoppers hit both.
Lets Move:
If you have £500 to spend and have to choose between Black Friday and the sales on Boxing Day, which would you pick? Black Friday is known to have greater general sales, while Boxing Day sees greater stock clearance. So, the answer is, it depends on what you are buying.
In 2024, Black Friday surpassed all expectations, pulling in £ 10.8 billion in just sales in the US. British retailers during this time are just as aggressive. Currys began their price cuts at the beginning of November and John Lewis was quick to ‘price match’ their competitors. At peak sales times during the day of Black Friday, consumers were spending £11.3 million PER MINUTE.
Now, as for Boxing Day. This is where you compare it to the Black Friday sales and see it as a whole different animal. JD Sports would sell their sportswear for a massive 60% discount. Next would open their doors at 6am on the 27th, with not just 50% OFF on all sales, but in fact up to 70% OFF on a few items. This leads to massive crowds. Yes, the size of the crowds were smaller, but the discounts were a lot better and the stock was picked through. This is what Boxing Day sales are known for.
So which event deserves your cash? Let’s break it down properly.
The Numbers: Average Discounts by Event
Black Friday 2024 averaged 28% off across all categories, according to Salesforce data tracking 76 major retailers. But that’s just the average—the reality is far more interesting.
- Electronics hit 27.4% off. Toys peaked at 27.8% discounts. TVs dropped 24.2%. Apparel came in at 22.2% off, which sounds decent until you compare it to what happened a month later.
- Boxing Day and the January sales that follow? Fashion regularly sees 40-70% reductions. Barclays data showed shoppers planned to spend £236 during the post-Christmas sales, with fashion remaining the most popular category. Up to 50% off became the baseline at retailers like Jack Wills. New Look went to 60% sitewide. H&M clearances hit similar numbers.
- Home and beauty products split the difference. Black Friday brought strong discounts — Walmart in the US led with 57% off health and beauty, while British retailers like Boots followed suit with gift sets and seasonal products. But homeware during Christmas sales often matches or beats those numbers when retailers clear winter stock.
The catch? Black Friday runs on hype and FOMO. Christmas sales run on desperation to shift unsold inventory before new collections arrive.
Category Showdown: What to Buy When
Electronics & Tech — Winner: Black Friday
It’s not even close. Currys dropped the Samsung S90D 65-inch OLED TV from £2,099 to £1,599—a £500 saving. The LG C4 55-inch OLED fell from £1,899 to £1,199, saving buyers £700. These weren’t outliers. They were typical.
Gaming consoles? Black Friday dominated. PlayStation 5, Xbox Series X, Nintendo Switch OLED—all saw significant cuts. Adobe Analytics reported toys (including gaming) sales surged 680% compared to average October days during Cyber Monday.
Come Boxing Day, the electronics shelves look bare. What’s left gets discounted, sure. But you’re choosing from whatever didn’t sell when stock was actually available. TVs, laptops, tablets—if you want selection and savings, Black Friday wins by a mile.
Why retailers frontload tech deals is simple: people buy electronics as Christmas gifts. By 26 December, that market’s dead.
Fashion & Clothing — Winner: Christmas Sales
This is where Boxing Day absolutely murders Black Friday.
Black Friday fashion discounts in 2024 hit 22.2% on average. Respectable. Not exciting. Christmas clearances? John Lewis offered up to 70% off women’s dresses, footwear, and jeans. M&S went 50% off selected womenswear, menswear, and childrenswear. Sweaty Betty at John Lewis? Half price.
JD Sports Boxing Day sales reached 60% off major brands like Adidas and North Face. Jack Wills cleared men’s and women’s fashion at 50% reductions. ASOS, never one to hold back, slashed prices up to 70% across thousands of lines.
Winter stock needs shifting. New spring collections arrive in January. Retailers can’t afford to keep winter coats and boots hanging around when daffodils are about to bloom. So they absolutely gut prices to clear the rails.
Black Friday fashion deals exist. They’re just not comparable. Retailers are still hoping to sell that stock at closer to full price through December. Boxing Day is when the bloodbath begins.
Home & Kitchen — Winner: TIE (Depends What You Need)
Large appliances favour Black Friday. Currys offered the Shark Anti Hair Wrap vacuum for £229, down from £399. That’s £170 saved. The Dyson Cyclone V10 Total Clean dropped from £449 to £299. Air fryers—the kitchen must-have of 2024—saw consistent discounts throughout Black Friday week.
But homeware, decorative items, bedding? Christmas sales often match or beat Black Friday. Emma Mattress offered up to 40% off during Boxing Day. M&S clearances included 40% off bedding. These discounts continue into January as retailers refresh their home collections.
It comes down to inventory cycles. Kitchen appliances get promoted heavily before Christmas because people buy them as gifts or use them for holiday cooking. Soft furnishings and décor get cleared after Christmas because new seasonal ranges launch in January.
Beauty & Cosmetics — Winner: Black Friday
Gift sets released specifically for Black Friday make this category a no-brainer for November shopping.
Sephora, Boots, and other beauty retailers stock up on exclusive sets—those fancy boxes with multiple products at better-than-usual prices. They’re designed as Christmas gifts. By 26 December, the best sets are long gone, bought by people who needed presents, not by people treating themselves with Christmas money.
Charlotte Tilbury, Clarins, Elemis—John Lewis offered these brands at significant discounts during Black Friday. Dyson hair tools saw reductions across multiple retailers. The Airwrap dropped £80 at Boots during Boxing Day, but similar discounts appeared during Black Friday too, when stock was fuller.
Post-Christmas beauty shopping exists, but it’s picking through what’s left. The strategic move is Black Friday for gift sets and popular items, then maybe hitting January sales for specific products you need personally.
Toys & Games — Winner: Black Friday
This one’s obvious once you think about it. Parents buy toys before Christmas, not after. Retailers know this.
Adobe Analytics showed toys led category growth on Black Friday 2024 with sales up 680% compared to normal days. Elf on the Shelf dolls, Harry Potter toys, LEGO City sets, craft kits—all heavily discounted. Peak toy discounts hit 27.8% off list prices.
Boxing Day toy sales? They’re liquidating whatever kids didn’t get for Christmas. Stock’s been picked over by frantic parents for six weeks. What remains gets discounted, but selection is dire. If you’re shopping for a child’s birthday or planning ahead for next Christmas, you might find bargains. For immediate gratification, Black Friday’s your only real option.
The Hidden Factors Nobody Talks About
Stock Availability: The Real Dealbreaker
Black Friday relies on having enough stock on hand. Stores have been getting ready for months. Warehouses and distribution centers are stocked and ready. Want a Samsung TV? 55, 65, or 75-inch? They have all 3 in a multitude of models. Sales for Christmas by Box Day? Whatever is left in stock is sold. Now, not selling items in stock isn’t bad for customers. Sometimes, expensive quality items are not sold to a customer because they can’t afford to buy the product. But the expensive high quality item is likely to sell when it is marked on sale. But the choice of items available left overall tends to shrink. Currys stated if you took all the large screen TVs they sold on Black Friday 2024 and stacked them on top of one another, they would reach over 7500 meters, and would almost reach Mount Everest. That is how much volume is sold. Therefore by Box Day, that selection is no longer available.
Shopping Stress: Mental Health vs Bargains
Black Friday is an absolute chaos. Besides the physical fighting over discounted items, you have to worry about sold out items, and website crashing. The 10am-11am slot on Black Friday 2024 was the busiest online period for Currys. Everyone is in a rush to get to the discounted items. Box Day? Stores were quiet in 2024 as pieces of Euronews shows regarding retailers that were struggling, and less activity from the customer. The shift to online Box Day shopping was 65% in 2024 as brought up in Barclays.
Less stress, smaller crowds, but also less stock and fewer great deals on some items.
Managing Budget and Overall Cash Flow During This Time
Black Friday hits just when you need it most, right before Christmas shopping season. Spending £1,000 on a TV and a laptop during November means you will have less spare cash for gifts, food, travel, and all those other incurred costs that will spring up in December.
People spend money during Christmas sales when they have “theoretical” gift money. Amazon vouchers from Aunt Linda, cash from Nan, your Christmas bonus that just got cleared. Psychologically, AND practically speaking, spending with “found money” feels different than spending with cash from your actual budget.
But here’s the problem with this spending “theory”; it doesn’t apply equally. If you spend all your Christmas money on yourself during the Boxing Day sales, you will start January in a financially poor position. It won’t make the burden of the December spend on January’s bills feel any less.
Insurance and Return Policies
Buying something on Black Friday in November? You’ve got January to return it at most retailers, and this is crucial for gifts. If Uncle Bob hates the jumper, you can simply return it. If the laptop is worth it but doesn’t quite hit the mark, you can always return it.
Purchase items during the Boxing Day Sales? Be mindful that the Return Windows are Much Shorter. Some items may even have different Return Policies during Clearance Sales. The odds are higher that you will have to get it right the first time. John Lewis maintains their great Return Policies offered throughout the year, but this is not the case for all retailers, so always check before making a purchase during the Post-Christmas Clearance Sales.
The Verdict: Clear Winner Declared
Overall Winner: Black Friday—but with major conditions.
Black Friday wins on:
- Electronics, gaming, and tech (unbeatable selection and prices)
- Beauty gift sets and seasonal products
- Toys for Christmas giving
- Stock availability across categories
- Longer return windows for peace of mind
- Better if you’re shopping for others, not yourself
When Christmas Wins:
- Fashion clearances destroy Black Friday discounts
- Perfect timing if you’ve got gift vouchers burning holes
- Less stressful shopping experience
- Better for treating yourself with Christmas money
- Homeware and soft furnishings match or beat November prices
The Smart Strategy: Play Both Events
Why choose? The real winners shop strategically across both events.
Black Friday Strategy:
Shop early—deals started early November at most retailers in 2024. Currys, John Lewis, and others ran sales three weeks before the actual day. Use codes on top of sales. Stack a Black Friday discount with these Debenhams discount codes for double savings on fashion, beauty, and home products. Focus on big-ticket electronics, beauty gift sets, and toys. These categories won’t be cheaper or better stocked later.
Make a list before shopping. When Currys’ website gets hammered between 10am-11am on Black Friday, you don’t want to be browsing—you want to be checking out.
Christmas Sales Strategy:
Hit Boxing Day morning online. Avoid crowds, grab the best fashion clearances early. Next’s online sale starts midnight on 26 December, with stores opening 6am on 27 December. The serious discounts appear immediately.
Target fashion, sportswear, and winter clothing. These categories see their deepest cuts of the year. Use those Christmas gift cards wisely—this is when they stretch furthest.
Lower expectations on tech. What’s there might be great, but don’t count on finding your perfect TV or laptop during Boxing Day sales. That ship sailed in November.
The Double-Dip:
Buy gifts on Black Friday. Full stop. Better selection, better prices, you can return things if needed.
Buy for yourself on Boxing Day. Treat yourself with Christmas money. Focus on clothing, shoes, accessories—the categories that actually improve after Christmas.
Best of both worlds, zero compromise.
A Masterclass on How to Win at Both Sales
Always be one step ahead of Black Friday. Prepare ahead of time. Look through wishlists come October. Have a clear idea of what you want to buy and at what price. Determine what that item costs full price; then calculate what the discount needs to be in order to justify the purchase. Watch out for “50% off” sales; some retailers just push the price down to 50% and then it stays there. Get PriceRunner, CamelCamelCamel, and these other trackers to chart price history.
Begin signing up for retai.er news letters the first of November. You get early access to Jone Lewis on the My John Lewis member list. Next gives VIP Slots but requires registration a week ahead of time for Boxing Day. Currys gives email subscribers deals early.
Check for discount codes at Debenhams before you buy, and just for shopping fashion or beauty. If you find a code that adds 10-20% to an already reduced item, it’s yours for free. If the terms allow it, stacking codes on sale items is totally legit and is a smart way to keep extra money in your pocket.
Set a budget before either event or you’ll find yourself with Black Friday and January “treat yourself” regret hanging over your head. Write down your maximum before you buy anything. Don’t exceed it for a TV deal or anything else that you think is a “great deal”
Check for the best deals all over the place. John Lewis competitors’ price match—take advantage of it. Currys does a Price Promise. Don’t think the first place you see a discount for a value is really the best deal. Comparison shopping for the first five minutes really does save a lot.
SalesForce stated that AI and their AgentForce technology made $14.1B in global online sales for Black Friday in 2024. Retailers using AI for customer service made 9% more in conversion.
Therefore, what is the conclusion? Websites that had AI and chatbots converted sales better. If you noticed that retailers had a much better service in 2024, it is because the AI had learned from past data and implemented that in their service.
2025 is expect to provide an even more custom shopping experience. Retailers will have kept track of what you have searched, what you have bought, and what you will most likely buy. It is likely to make the process of finding a deal efficiently easy what is also likely going to result in you spending much more.
To best deal with this, make a decision before going to the website. Upselling is most effective when there’s a lot to browse, so go with a list and stick to it. Close the website when you are done with your shopping.
Improved Decision Making with Smarter Decisions in Selling
30% of Black Friday computer buyers instantly regret their purchases. Why? Not because they are terrible purchases. It might be because buyers do so impulsively. Picture this: someone sees a computer that’s £200 off. They buy it, not thinking that they already own a perfectly good computer. Instead they purchase a huge discounted TV, then realize it won’t fit their living room wall.
Fashion buyers on December Boxing Day also do buying so impulsively, regretting their purchases. It might be that 70% off coat that looks good, until you realize at home that you already own 3 similar coats. It could also be the party dress that was a steal, only to remember later on that you never go to events that require dresses.
In both cases, the issue isn’t the sales. It’s the lack of intention in the shopping.
Before Black Friday, you should take note of things you actually need regarding electronics. Is your laptop dying? Is your TV old? These are reasonable purchases that sales make affordable. Just buying random gadgets because they are cheap is a waste.
Before Boxing Day, take a look at your wardrobe. What clothes are worn out? What gaps are there in your wardrobe? What colours or styles would improve your clothes? Think of those and buy them on sale.
The amount of lost investments in the property market because of unsuccessful deals in 2024 reached 8.6 billion pounds. Remember: just because the sales can be enticing and a bargain to you, doesn’t justify losing money. Money doesn’t just disappear because the percentages are so great.
The Bottom Line
Black Friday vs Christmas sales isn’t really a competition. They serve different purposes.
Black Friday: Gift shopping, electronics, toys, beauty sets. Full stock, good discounts, longer return windows. You’re buying for others or making major tech purchases you’ve planned for months.
Christmas sales: Self-care shopping, fashion, homeware, treats. Deeper discounts on specific categories, especially clothing. You’re using gift money and treating yourself after the holiday chaos.
Shop both strategically and you’ll save hundreds compared to buying randomly throughout the year. Skip both and pay full price for everything. Your choice.
One final thought: retailers made £10.8 billion on Black Friday 2024 in the US alone. Shoppers spent £236 on average during Boxing Day sales. These events exist to extract money from your wallet efficiently. The house always wins unless you come prepared.
Make a plan. Set a budget. Shop intentionally. Use discount codes where available. Don’t get swept up in artificial urgency.
The best Black Friday deal is the thing you needed anyway, now cheaper. The best Boxing Day bargain is treating yourself to something quality at clearance prices. Everything else is just marketing trying to separate you from your money.
Shop smart, save properly, ignore the noise.
