Black Friday falls on the day after Thanksgiving in the United States, which is the fourth Thursday in November. Cyber Monday is the Monday that follows. Both began as US retail traditions and are now promoted by retailers in many countries, often with sales starting days or weeks earlier. The result is a period with genuine bargains mixed in with ordinary prices dressed up as deals. A little preparation is the difference between saving money and simply spending it faster.
Before the sales start: build your plan
1. Write a shopping list
List what you genuinely need or have been planning to buy, including gifts. Be specific: model, size, colour. Items that are not on the list should face a much higher bar.
2. Set a total budget
Decide on an overall amount for the sales period and a rough figure per item. A budget protects you from the cumulative effect of many "small" deals.
3. Research target prices
Use price history tools to find each item's typical price and recent lows. Set a target price for each, then add price alerts. Our price tracking guide explains how.
4. Prepare accounts
- Sign in to retailer accounts in advance and check saved addresses.
- Update payment details so you are not typing card numbers in a hurry.
- Check loyalty balances and gift card balances you may want to use.
- Sign up for retailer newsletters if early access is offered to subscribers.
5. Read the return policies
Many retailers extend return windows for purchases made in the holiday period, but not all, and some sale or clearance items have stricter terms. Knowing this in advance tells you which purchases are low-risk.
Traps that make sale weekends expensive
| Trap | How it works | Defence |
|---|---|---|
| Countdown pressure | Timers and "only a few left" messages push quick decisions. | Decide your target price beforehand; ignore the clock. |
| Inflated reference prices | A high "was" price makes an ordinary price look like a bargain. | Compare with price history, not the crossed-out number. |
| Event-specific model variants | Some products, especially TVs, are sold in versions with model numbers specific to a retailer or sale period, which can differ in specification. | Compare full model numbers and specifications, not just the brand and screen size. |
| Bundle padding | Accessories valued at full price make a bundle look generous. | Price only the items you would actually buy separately. |
| Limited-quantity doorbusters | Very low prices on a small number of units draw traffic. | Treat them as a bonus, not a plan. |
| Deal fatigue | Dozens of small purchases add up past your budget. | Track spending as you go against your total. |
During the sales
- Check your alerts first. Let the items on your list come to you rather than browsing endlessly.
- Verify the deal. Is the price at or below your target? Is the model number the one you researched?
- Stack sensibly. A card-linked offer or cashback may add a little more; our stacking guide explains how to avoid voiding cashback.
- Buy from the retailer itself where possible. On marketplaces, check who the actual seller is.
- Record what you bought, where, the price and the return deadline.
Stay safe while you shop
Busy sale periods are a favourite time for scammers. Fake shops copy real brands, social media ads promote "clearance" stores that never deliver, and phishing emails imitate delivery notices. Keep these habits:
- Type retailer addresses yourself or use bookmarks, rather than clicking links in unexpected emails or texts.
- Be wary of unfamiliar sites offering prices far below every major retailer.
- Avoid paying by bank transfer, gift cards or cryptocurrency to a shop you do not know.
- Use a payment method with strong buyer protection. Credit cards generally offer more dispute options than debit cards; in the UK, Section 75 of the Consumer Credit Act can make the card provider jointly liable for qualifying purchases between £100 and £30,000.
More warning signs are covered in our guide to spotting fake discount sites.
Cyber Monday and the days after
Cyber Monday focuses on online deals and sometimes brings fresh offers on categories that were not discounted on Friday. Prices on some items continue to move through December, and post-Christmas sales can be better for clothing, decorations and some home goods. If something you bought drops further while you are still inside the return window, check whether the retailer offers price adjustments.
After the weekend: a quick review
- Compare total spending with your budget.
- Return anything you regret while you are still inside the window.
- Track pending cashback and card-linked credits.
- Note which retailers had genuinely good prices for next year.
Frequently asked questions
When do Black Friday sales start?
Black Friday itself is the day after US Thanksgiving, but many retailers begin promotions earlier in November, and some run them across the whole month. Watching prices from the start of November gives you more chances to hit your targets.
Is Cyber Monday better than Black Friday?
Neither is consistently better. Both feature strong deals in different categories, and prices often overlap. If an item on your list hits your target price on either day, that is the right day to buy.
Should I buy gifts during Black Friday?
It can be a good time for planned gifts, provided you check return policies and gift receipt options. Buying gifts without a list tends to increase spending rather than reduce it.
Conclusion
The best Black Friday strategy is mostly done before the sales begin: a list, a budget, target prices and alerts. With those in place, sale weekend becomes a short checklist instead of an all-day scroll. Verify every deal against price history and model numbers, pay with protection, keep receipts and return deadlines handy, and let everything that is not on your list pass by.
About this guide. Written and reviewed by the Savvy Coupon Guide Editorial Team. It is general information, not personal financial advice. Retail policies and prices change, so always check current terms with the retailer. Brand names are mentioned for illustration only.
Independent publication. Not affiliated with Savoo or any retailer mentioned. Spotted an error? Let us know.