20 Most Anticipated Online Shopping Sales in the UK

Online shopping in the UK has a robust calendar of major sales spanning the entire year. Savvy shoppers can find deals on everything from homewares and electronics to gifts, clothing, and more if they know the right times to shop.

The sales offer substantial discounts but also create a sense of anticipation and excitement for consumers. Retailers leverage major events like Black Friday and Amazon Prime Day to drive traffic and sales.

Meanwhile, seasonal sales around occasions like Christmas, Easter, and Valentine's Day cater to related gifting needs. By timing purchases right and stacking savings during the biggest sales, UK shoppers can enjoy the thrill of bagging the very best bargains.

Here are 20 of the most anticipated online shopping sales in the UK that savvy shoppers look forward to every year:

1. Black Friday

Taking place on the Friday after Thanksgiving, Black Friday is one of the biggest shopping events of the year. Originating in the US, it has grown into a massive sale in the UK over the past decade. Retailers offer huge discounts both online and in-store across all product categories. According to research, in 2021 UK shoppers spent £9.4 billion over the Black Friday weekend.

Popular retailers that offer Black Friday deals include:

Black Friday is especially popular for deals on tech and electronics, with retailers offering discounts on items like smartphones, TVs, laptops, and smart home devices. However, deals can also be found on clothing, beauty, homewares, and more.

2. Cyber Monday

Following straight after Black Friday, Cyber Monday focuses purely on online deals and offers shoppers another chance to score discounts before the Christmas shopping season.

Many retailers extend their Black Friday deals into Cyber Monday, offering a whole weekend of savings. According to IMRG, UK shoppers spent £2.5 billion online on Cyber Monday 2021.

Popular Cyber Monday deals in the UK include:

  • Fashion and beauty discounts from ASOS, Very, and LookFantastic
  • Tech and electronics deals from Currys, Amazon, and Argos
  • Home and furniture sales from Wayfair, Dunelm, and Made
  • Toy and video game offers from Smyths Toys and GAME

3. Boxing Day

Boxing Day on December 26th is a public holiday in the UK and a prime opportunity for post-Christmas deals. It marks the beginning of the winter sales period for many retailers.

Shoppers can expect to find discounts on:

  • Winter fashion – coats, knitwear, boots
  • Christmas decorations and gift wrap
  • Electronics and gadgets received as gifts that didn't quite hit the mark
  • Fitness equipment and gym memberships for New Year's resolutions

Popular retailers for Boxing Day bargains include Marks & Spencer, John Lewis, Selfridges, and Next.

4. January Sales

Running throughout the month of January, the January sales offer shoppers even more opportunities for post-Christmas and New Year discounts.

Many retailers launch their winter clearance sales in January, offering up to 70% off on clothing, footwear, accessories, beauty, homewares, and more.

Some of the most popular January sales include:

  • Next – up to 70% off clothing, home, furniture
  • Debenhams – up to 50% off fashion, beauty, and homewares
  • House of Fraser – up to 70% off men's, women's, kids', and home
  • Marks & Spencer – up to 50% off clothing, beauty, and home essentials
  • John Lewis – clearance across electricals, fashion, furniture, and more

5. Valentine's Day

While not as big as other retail events, Valentine's Day offers some great deals on jewellery, lingerie, beauty products, chocolates, flowers, and dining experiences. Whether shopping for a partner or treating yourself, deals can be found at retailers like:

  • Ernest Jones – 25% off diamond jewellery
  • Ann Summers – up to 50% off lingerie
  • ASOS – discounts across beauty and fashion
  • Hotel Chocolat – up to 50% off Valentine's chocolates
  • Moonpig – 30% off flowers and gifts
  • Red Letter Days – Valentine's gift experiences

6. Mother's Day

Mother's Day takes place on the fourth Sunday in March. Retailers leverage the occasion to offer deals and discounts on gifts across categories like:

  • Flowers – discounts from online florists like Bloom & Wild, Prestige Flowers, Serenata Flowers
  • Beauty and fragrance – offers from Boots, The Perfume Shop, FeelUnique
  • Home and garden – sales across furniture, cookware, and gardening from retailers like Wayfair, Lakeland, and Primrose
  • Experiences – spa days, afternoon teas, and dining deals from BuyAGift, Red Letter Days, and Virgin Experience Days

7. Easter

Easter falls in either March or April and brings deals on Easter-themed gifts, spring fashion, and chocolate:

  • Clothing discounts from ASOS, Very, and Oasis
  • Egg hunt and Easter craft deals from The Works and Hobbycraft
  • Discounted Easter chocolates from Hotel Chocolat, Cadbury, and Thorntons
  • Spring beauty sales from FeelUnique, LookFantastic, and Superdrug

8. Father's Day

Father's Day lands on the third Sunday in June. Shoppers can expect discounts across:

  • DIY and home improvement at B&Q, Wickes, and Toolstation
  • Gadgets and electronics from Currys, Argos, and Amazon
  • Grooming offers at Boots, The Perfume Shop, and Superdrug
  • Beer, wine, and spirits deals from The Drink Shop, Master of Malt, and Virgin Wines
  • Sports and fitness sales from Decathlon, JD Sports, and The Sports Edit

9. Summer sales

The summer sales start in late June and offer some of the biggest discounts of the year as retailers clear their summer stock. Shoppers can find deals on:

  • Women's, men's, and kids' fashion – dresses, swimwear, t-shirts, shorts, sandals
  • Outdoor furniture – patio sets, rattan sofas, sun loungers
  • Barbecues and accessories – discounts on gas and charcoal BBQs, utensils, and more
  • Luggage and travel gear – deals on suitcases, backpacks, travel accessories
  • Camping and festival equipment – tents, sleeping bags, coolers

Popular retailers for summer sales include ASOS, Very, JD Sports, Argos, and Oasis.

10. Amazon Prime Day

Amazon Prime Day is a 2-day sales event exclusive to Amazon Prime members. It launched in 2015 and has grown into one of the biggest online shopping days of the year. Prime Day 2022 saw UK customers purchase over 100,000 items per minute at its peak.

Amazon slashes prices across all categories, competing with Black Friday on many top deals. Key discounts include:

  • Amazon devices – Echo speakers, Fire tablets, Ring cameras, Kindle e-readers
  • Consumer electronics – headphones, smartwatches, vacuums
  • Home & kitchen – furniture, cookware, home decor
  • Toys & games – STEM toys, board games, video games
  • Fashion & beauty – clothing, jewellery, makeup, skincare

11. Back to School

Back to School sales run in August as parents stock up on school uniforms, stationery supplies, backpacks, laptops and other college essentials ahead of the new school year. Shoppers can expect deals from:

  • Clarks – school shoes
  • WHSmith – stationery
  • Staples – back to college tech like laptops and printers
  • The Works – arts and crafts supplies
  • John Lewis – school uniform bundles
  • Argos – backpacks and lunch boxes
  • Currys – student laptop deals

12. Halloween

Halloween brings discounts on costumes, decorations, and spooky treats:

  • Halloween costumes from George, Smiffys, Joke, and more
  • Decorations from retailers like B&M, The Range, and Wilko
  • Makeup and face paints from Superdrug, Boots, and more
  • Spooky sweets from Tesco, Asda, Sainsbury’s, and Morrisons
  • Pumpkin carving tools from Lakeland

13. Black Friday

Black Friday makes the list again as it truly kicks off the Christmas shopping season. Many shoppers wait until Black Friday specifically to buy gifts at discounted prices.

Popular Black Friday deals include:

  • Toys – Lego, Barbie, board games, and more
  • Beauty gift sets and advent calendars
  • Fashion and jewellery gifts
  • Home appliances – stand mixers, air fryers, coffee machines
  • Christmas decorations – trees, lights, baubles
  • Alcohol – gift sets of spirits, wine, and champagne

14. Cyber Monday

Cyber Monday is another opportunity to score online deals across all categories following Black Friday weekend. Retailers launch new fresh deals as shoppers continue searching for Christmas bargains.

15. Green Monday

Green Monday falls on the second Monday in December and offers shoppers another chance for deals before Christmas. Retailers offer discounts to attract last-minute shoppers and give their holiday sales a final boost.

Electronics in particular see great discounts as retailers try to clear older models before new versions launch in January. Look out for deals on smartphones, tablets, headphones, and more.

16. End of Season Sales

The end of season fashion sales typically launch later in the year as retailers clear their autumn/winter stock to make way for spring/summer ranges.

Shoppers can find impressive discounts on clothing, shoes, and accessories. Some of the best end of season sales include:

  • Selfridges – up to 50% off big designer names
  • Harrods – half-price luxury fashion in its winter sale
  • Net-a-Porter – designer fashion up to 50% off in its Outlet
  • Marks & Spencer – up to 50% off coats, boots, knitwear, and more
  • ASOS – thousands of items reduced from 50 to 70% off

17. Post-Christmas Sales

The sales start on Boxing Day and run into January. Shoppers can find discounts on:

  • Christmas decor – trees, lights, baubles, and wreaths
  • Toys and games – deals on all the hottest toys of the year
  • Clothing and accessories – everything from partywear to loungewear
  • Home furnishings – bedding, rugs, furniture

January is often the best time to shop end of season fashion sales.

18. Valentine’s Day

The Valentine's Day sales offer deals on jewellery, lingerie, beauty gifts, and romantic experiences leading up to February 14th.

  • Goldsmiths – 25% off diamond jewellery
  • Victoria's Secret – sexy lingerie at reduced prices
  • Red Letter Days – discounted spa days and romantic getaways for two
  • Hotel Chocolat – Valentine's themed chocolates and gifts
  • Moonpig – flowers, plants, and gift sets

19. Spring Sales

Spring sales start appearing in late February as retailers clear out winter stock and bring in new season spring collections.

Discounts can be found on:

  • Winter coats, knitwear, boots, and cold weather accessories
  • Home furnishings like rugs and heavy bedding
  • Ski wear and winter sporting goods
  • Christmas decorations like trees and lights

Spring sales rev up in March and April with even steeper discounts.

20. Easter Sales

Easter sales centre around gifts, chocolate, beauty, and spring fashion essentials. Look for deals on:

  • Chocolate eggs and gifts from Thorntons, Hotel Chocolat, Cadbury, and more
  • Beauty and fragrance gift sets from The Perfume Shop, Boots, and Superdrug
  • Spring fashion – dresses, sandals, swimwear, sunglasses
  • Easter crafts and gifts at Hobbycraft and The Works

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