When Did Black Friday Start in the UK?

If you’ve ever shopped online or in stores during November, you’ve probably noticed the flood of discounts and promotions tied to Black Friday. Today, it’s one of the biggest shopping events in the UK retail calendar, with shoppers eagerly waiting for bargains on electronics, fashion, furniture, and more. But the real question many people ask is: When did Black Friday actually start in the UK?

The answer goes back just over a decade. While Black Friday has been a long-standing tradition in the United States, its arrival in the UK was much more recent. In this article, we’ll explore the origins of Black Friday in America, how and when it came to the UK, its rapid rise in popularity, and how it has shaped consumer behavior ever since.

What is Black Friday?

Before diving into the UK story, it’s important to understand what Black Friday is and how it became such a global phenomenon.

Black Friday is the Friday immediately after Thanksgiving in the United States. Traditionally, it marks the beginning of the holiday shopping season. Retailers slash prices, offer limited-time promotions, and extend store hours to attract massive crowds. For decades, it was the single busiest shopping day of the year in the US.

While it started as a one-day event, the meaning of Black Friday has expanded significantly. Today, shoppers can expect discounts not just on Friday itself, but also in the days leading up to it. In many cases, retailers extend promotions into “Black Friday Week” or even the entire month of November.

With the rise of Cyber Monday, a shopping day that follows Black Friday, focused on online deals, the two events together have reshaped global retail, including the UK market.

The Origins of Black Friday in the United States

The term “Black Friday” first appeared in the 1960s in Philadelphia, when local police officers used it to describe the chaos and heavy traffic that followed Thanksgiving Day as crowds rushed to shop. Over time, retailers redefined the phrase, giving it a more positive spin.

“Black” symbolized profitability, marking the time when many businesses went from being “in the red” (operating at a loss) to being “in the black” (making a profit). By the 1980s, the phrase had been widely embraced and marketed by retailers across the US.

By the late 1990s and 2000s, Black Friday had become America’s most recognized shopping day, with long queues, in-store chaos, and headlines about record-breaking sales. The global influence of American retail and e-commerce meant it was only a matter of time before this shopping tradition spread overseas.

When Did Black Friday Start in the UK?

Black Friday officially entered the UK retail landscape in 2010, when Amazon UK introduced Black Friday promotions for the first time. Inspired by its American parent company, Amazon offered flash deals and deep discounts to UK shoppers, testing whether the event would resonate outside the United States.

The response was overwhelmingly positive. Consumers flocked to the online store to take advantage of discounts, proving there was a market for pre-Christmas sales in the UK.

Over the next few years, more retailers followed Amazon’s lead. By 2013, other big-name UK retailers began experimenting with Black Friday sales, offering discounts both online and in physical stores.

The turning point came in 2014. That year, Black Friday exploded in popularity across the UK, with major high-street brands and supermarkets joining in. Shoppers lined up outside stores, rushed aisles, and grabbed bargains, leading to chaotic scenes that made national headlines. From then on, Black Friday was firmly established as a permanent fixture in the UK retail calendar.

Timeline of Black Friday’s Growth in the UK

Here’s a quick overview of how Black Friday developed into what it is today:

2010 – Amazon UK introduces Black Friday to British shoppers.
2011–2012 – Growing consumer interest in online deals sparks wider attention.
2013 – More retailers begin experimenting with discounts.
2014 – Black Friday goes mainstream, with high-street shops and supermarkets running large-scale promotions. Chaotic in-store scenes dominate news coverage.
2015–2017 – The focus begins shifting from in-store events to online shopping, reducing physical crowding.
2018–2020 – Black Friday is firmly cemented as one of the UK’s biggest shopping events, often extending into Cyber Monday and beyond.
2021 onwards – The event matures, with longer sales periods, online-first strategies, and growing attention to sustainable and ethical shopping.

Why Black Friday Became Popular in the UK

Several factors explain why Black Friday quickly gained traction in the UK and became one of the most important retail events of the year:

Global Influence of US Retail

As international giants like Amazon and Apple introduced the concept, UK shoppers became curious about the buzz around Black Friday. American shopping culture, with its tradition of dramatic discounts and doorbuster deals, carries a global appeal. British consumers, already familiar with US trends through media and online shopping, were quick to embrace the idea and participate.

Pre-Christmas Timing

Unlike Boxing Day sales, which take place after Christmas when gift shopping is already over, Black Friday falls in late November, right before the holiday season. This timing is ideal for those who want to buy gifts at reduced prices, stretch their budgets further, and prepare early for Christmas. For many families, this shift allowed them to enjoy more affordable celebrations.

Competition Among Retailers

When early adopters of Black Friday in the UK saw strong sales and high consumer engagement, other retailers had little choice but to follow. No brand wanted to risk losing out on pre-Christmas spending. As a result, Black Friday became a competitive race, with retailers offering bigger discounts, longer sales, and exclusive promotions to keep up with rivals.

Media Attention

The dramatic images of shoppers rushing into stores, grabbing discounted TVs, and even queuing overnight made headlines across the UK. This constant media attention not only created hype but also built anticipation for future years. News outlets highlighted record-breaking sales and the chaos of in-store rushes, turning Black Friday into a cultural talking point.

Rise of Online Shopping

The UK has one of the most advanced e-commerce markets in Europe, and the rapid growth of online shopping perfectly aligns with the rise of Black Friday. Instead of waiting in long queues, consumers could access discounts from the comfort of their homes. Online retailers expanded the event further by introducing week-long deals, Cyber Monday promotions, and exclusive digital discounts, making it accessible to millions of UK shoppers.

How Black Friday Changed UK Shopping Habits

Black Friday has had a profound impact on consumer behavior in the UK:

Earlier Holiday Shopping: Many shoppers now complete their Christmas purchases in late November instead of waiting until December.
Preference for Online Deals: While early Black Fridays were dominated by in-store chaos, the event has shifted online. Today, the majority of sales happen through e-commerce platforms.
Bigger Purchases: Shoppers use the event to buy expensive items like TVs, laptops, furniture, and appliances at discounted rates.
Extended Sales Mindset: Instead of a one-day shopping spree, consumers now expect weeks of promotions, leading to “Black Friday Week” or even “Black November.”

The Role of Online Shopping in the UK Black Friday

Online shopping has been the key driver of Black Friday’s success in the UK. Without it, the event would not have reached the scale it enjoys today.

Benefits of Online Shopping for Black Friday in the UK:

Access to deals without waiting in queues or facing crowds.
Ability to compare prices across different sites to ensure true savings.
Wider variety of products, including exclusive online-only offers.
Safer and more convenient shopping experience from home.

By 2017, data showed that the majority of Black Friday sales in the UK were online, a trend that has only strengthened in recent years.

Challenges and Criticisms of Black Friday in the UK

While Black Friday is widely popular, it hasn’t been without challenges:

Consumer Confusion: With promotions starting earlier and lasting longer, some shoppers find it difficult to identify the best deals.
Overhyped Discounts: Not all sales are as good as they appear; studies have shown that some Black Friday prices are similar to those offered at other times of the year.
Sustainability Concerns: The event encourages mass consumption, raising concerns about waste, environmental impact, and overproduction.
Retail Strain: The pressure of running large-scale promotions has led to logistical challenges for retailers, including shipping delays and stock shortages.

Is Black Friday Still Worth It in the UK?

Yes, Black Friday remains one of the best times to shop in the UK. Although not every discount is groundbreaking, the event provides real opportunities for savings, especially on high-value items.

For many UK shoppers, Black Friday has become the starting point of the holiday shopping season. Instead of waiting for Boxing Day, people now look to late November for deals on gifts, home goods, and personal tech.

Over time, the event has matured. Rather than chaotic in-store scenes, today’s Black Friday in the UK is more about planning, online research, and making smart purchases.

Final Thoughts

So, when did Black Friday start in the UK? The answer is 2010, when Amazon UK introduced it to British shoppers. But it was 2014 that truly marked its turning point, with widespread adoption by major retailers and chaotic scenes that cemented it in the public’s mind.

Since then, Black Friday has evolved into one of the UK’s most important shopping traditions. It has reshaped the retail calendar, influenced how consumers shop for Christmas, and created a permanent culture of pre-holiday bargain hunting.

Today, Black Friday in the UK is bigger, more organized, and more online-driven than ever before. What started as an American retail event has become a global phenomenon and in just over a decade, it has transformed the way UK shoppers think about sales and savings. If you’re curious about the bigger picture behind this retail event, check out our article on What Is The Purpose Of Black Friday? for deeper insights.