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Black Friday 2026: are shoe deals really cheaper?

Nesim Yılmaz · 20.10.2026

Black Friday falls on 27 November 2026, with Cyber Monday on 30 November. Many retailers stretch it into a whole "Black Friday week" or start in early November. Every year the same question comes up: are prices genuinely lower, or does it just look that way?

What the research shows

Which? tracked the prices of 175 products at eight major retailers for six months before and after Black Friday 2024. 83% were the same price or cheaper at least once outside the sale period, and on Black Friday itself none of the deals analysed was at its lowest price of the year. In Germany, the comparison site guenstiger.de found the average Black Friday saving was only around 3% compared with October, and almost a quarter of products were actually more expensive.

Both studies looked mainly at tech and home appliances. There's no comparable public study for shoes, but the lesson is the same: a big "% off" badge tells you little – the price history tells you everything.

What UK rules do and don't cover

UK guidance says a "was" price should be one the product was genuinely sold at for a reasonable period, and since the Digital Markets, Competition and Consumers Act 2024 the CMA can fine retailers directly for misleading pricing. Gaps remain:

• RRP comparisons are allowed if clearly labelled as RRP.
• "Up to 70% off" may apply to only a handful of items.
• A price raised well before the event can make a later "discount" look bigger than it is.

How to prepare

1. Make a list now: which shoes do you actually need? Note the model, model code and your size.
2. Note the price four weeks before: check today's price or use the price history on FairSole. Only a price clearly below that on Black Friday is a real deal.
3. Size before discount: popular sizes (women's UK 5–7, men's UK 8–10) go first. 20% off in your size beats 50% off in a size that doesn't fit.
4. Check returns: many retailers extend returns into January – important when buying shoes online.
5. Do the maths on codes: minimum spend, excluded brands and delivery costs all count.

Which shoes are worth buying on Black Friday

• Winter boots: often the best balance of price and size choice. They're cheaper still in the January sales, but many sizes will be gone.
• Running shoes: last season's versions of popular models are often heavily reduced once the new version is out.
• Walking boots: autumn is off-season – older colourways are often much cheaper.
• Sandals: rarely worth it now; the best prices come in the summer sales.

How FairSole helps

We record every shoe's price every day and compare it with its own 30-day average – not the crossed-out price. If the advertised discount is much bigger than the one we measure, we label it "Inflated discount". And because you set your size once, you only see deals that are actually available in your size.

Frequently asked questions

When is Black Friday 2026?

Friday 27 November 2026, with Cyber Monday on 30 November. Many retailers start their offers a week or more before.

Are Black Friday shoe deals real?

Some are, many aren't. Which? found most Black Friday deals it tracked were the same price or cheaper at other times of the year. Always compare with the price over the previous weeks.

Should I wait for the January sales?

For winter boots, January prices are often lower still, but common sizes frequently sell out. If you need a particular size, Black Friday is usually the safer bet.

How do I spot a fake discount?

Check what the "was" price is based on, search the model code at other retailers and add delivery and returns to the total. See our guide to spotting fake shoe discounts.

Do my return rights change on Black Friday?

No. For online purchases you always have the statutory 14-day cancellation period. Many retailers voluntarily extend returns over Christmas – check the terms before you buy.