Black Friday 2026: how to plan your tech purchases in October

Black Friday 2026 falls on Friday, November 27, and Cyber Monday on Monday, November 30. If you want a good price on a smartphone, laptop or TV, the best time to prepare is now: in October, you still have time to learn what things usually cost and how to recognize a real deal.

The calendar: November 27 and 30, with a month of deals around them

Black Friday is the Friday after Thanksgiving, which puts it on Friday, November 27 in 2026. No official body sets the date; it's simply a well-established retail tradition.

In practice, deals stretch over several weeks. Retailers increasingly start early, and many run "Black Friday week" or month-long promotions. In France, for example, L'Internaute expects this sequence:

• From October 31: a "Black Month" kicks off, with the first online deals;
• From Friday, November 20: "Black Friday Week," when discounts and participating retailers multiply;
• Friday, November 27: Black Friday itself;
• Monday, November 30: Cyber Monday, the final wave, focused on tech.

Exact start dates vary by retailer and by country: each store launches whenever it wants. According to L'Internaute, though, most roll out their best offers about a week before the big day.

Why start in October

Planning purchases several weeks ahead isn't overkill. It's actually the only way to judge a deal. A 30% discount only means something if you know what the price was before.

October is a useful window for three reasons:

• prices are still "normal," so you can set your own baseline;
• the first early deals are expected toward the end of the month;
• you have time to compare models without the pressure of countdown timers on retail sites.

Make a short list of the stores you'll actually compare. In the US, that typically means Amazon, Best Buy and Walmart; in the UK, Amazon, Currys, Argos and John Lewis are common starting points. Brand stores and marketplaces can be worth adding too.

Tech categories to watch

Major retailers traditionally put tech and home appliances front and center. Categories typically include:

• Smartphones and tablets, heavily featured at electronics retailers;
• Laptops and desktop PCs;
• Audio: headphones and Bluetooth speakers;
• TVs, 4K and 8K;
• Video game consoles;
• Cameras and drones;
• Connected devices and home: robot vacuums, appliances.

For smart home gear, list what's compatible with your existing setup before buying: a discounted smart bulb or plug is worthless if it doesn't work with your ecosystem. Find our advice in the smart home section.

Fake discounts: the EU 30-day rule, and the US situation

This is the most useful rule to know before Black Friday if you shop in Europe. Under the EU "Omnibus" directive, applicable since May 28, 2022, any retailer announcing a price reduction must display the lowest price it charged during the 30 days before the promotion, as France's consumer authority, the DGCCRF, explains. The rule applies throughout the European Union, in stores and online.

What to remember:

• retailers are free to choose how they present the deal: an amount off, a percentage or a crossed-out price;
• but the reduction must be calculated from that 30-day reference price;
• the rule doesn't apply when a seller compares its price with other retailers' prices. In that case it must clearly state that it's a comparison and specify what kind of price is being compared (manufacturer's suggested price, usual market price, etc.).

National authorities enforce it, and in France the DGCCRF says it pays particular attention to major sales events, including Black Friday.

In the US, there's no equivalent federal 30-day rule. Federal guidance discourages misleading "former price" comparisons, but there's no fixed reference window that retailers must display. The practical takeaway: don't take a crossed-out "was" price at face value, and rely on price-history tools to see what the item really sold for. The UK, which is no longer bound by EU rules, has its own consumer-protection framework, so price history is your best friend there too.

Wherever you shop, if a crossed-out price looks too good to be true, check whether it's a real reduction or just a comparison with a "list price" or "MSRP."

Price-tracking tools

Price rules help, but they don't tell you whether a price is low over the long run. For a broader view, several well-known tools show price history and let you set alerts:

• Keepa: built for Amazon, it shows price-history charts right on product pages through its browser extension, and offers price-drop alerts;
• CamelCamelCamel: also focused on Amazon, with price history and alerts;
• multi-retailer price comparison sites (such as idealo in Europe): they offer price history and alerts, limited to the stores they list.

The smart move: add the products you're interested in now, set a target price, and let the alerts do the work. On Black Friday, you'll know instantly whether a deal is worth it.

Black Friday or post-holiday sales?

Black Friday is a retail event with no specific legal framework. After the holidays, many stores run clearance and January sales, but their timing and depth vary by retailer and by country. In the EU, the 30-day rule applies to any announced price reduction, whatever the period.

For a holiday gift, Black Friday has the calendar on its side. If the purchase can wait, comparing November prices with post-holiday sales is an option. Neither period guarantees the lowest price.

Checklist before November 27

1. List what you really need: one or two priority products rather than an endless wish list.
2. Pick exact models: precise model numbers, storage, color. The same product name sometimes covers several versions.
3. Note current prices at several retailers, starting in October.
4. Set up alerts on one or more price-tracking tools.
5. Set your budget and a target price for each product.
6. Create or update your accounts on retail sites: address, payment method.
7. Check the terms: the actual seller (the retailer itself or a third-party marketplace seller), shipping costs, warranty, return policy.

Mistakes to avoid

• Trusting the percentage alone. Compare it with the reference price and the price history.
• Confusing a discount with a price comparison. A crossed-out "list price" isn't necessarily a price the seller ever charged.
• Giving in to countdown timers. A limited-time offer isn't necessarily a good one.
• Buying something you don't need just because it's on sale.
• Ignoring the seller. On a marketplace, the seller may be a third party: check who ships the item and who handles after-sales support.
• Forgetting extra costs: shipping, essential accessories, subscriptions.

With a few weeks' head start and a bit of method, Black Friday becomes a planned event rather than a scramble for crossed-out prices. Find our guides and picks in the tech section.