black friday 2020

The Strategist UK’s Guide to Black Friday

Photo-Illustration: retailer

After much build up (the early Black Friday sales have been in full swing for the last couple of weeks), Black Friday has arrived. The deals are coming in fast and furious and will continue to roll in through Friday.

Can’t keep track of everything? Who could blame you? It’s a lot. That is where the Strategist UK comes in: We will be covering Black Friday sales across the site, from the best Amazon deals to Strategist favourites that are on sale. But if it’s a little of everything that you’d like, bookmark this page as your Black Friday HQ. It’s where we’ll be rounding up all the sales — and the specific deals — worth paying attention to. (And sign up for our email newsletter for more sales coverage.)

To make it easier to sort through, we’ve organized this list alphabetically by merchant, from Amazon to Uniqlo.


Naturally, there are savings on Amazon-brand products like Kindles, and Echos, but we also saw discounts on projectors, slow cookers and ghds. If you’d like more Amazon deals, visit our Amazon Black Friday hub.


Asos have up to 70 percent off everything – we spied a pair of jeans that Gena-Mour Barrett, journalist and Netflix host, recommended – as well as savings on Olaplex and Nike. If you’d like more Strategist-recommended items, here’s our round-up of everything we’ve written about before (that’s on sale).

Charlotte Tilbury

The Charlotte Tilbury Black Friday sale has up to 40 percent off kits, duos, and trios — including eye-shadow quads, foundation, and skin-care combos and contour sets.


There is a serious discount at Glossier: 25 percent off everything (and 35 percent off sets). If you’re not quite sure what to purchase, do peruse the Strategist guide to shopping at Glossier, here.

John Lewis

John Lewis’s Black Friday sale has several exclusive discounts, including Nespresso, Le Creuset, and more.

La Redoute

La Redoute have up to 40 percent off everything – we recommend buying an on-sale rug.

Look Fantastic

Look Fantastic’s Black Friday sale gives up to 50 off with the code BFBEAUTY. We spotted products from Estée Lauder, Cerave and Benefit, as well as other skin-care items on sale. If you’re a new customer, you can get 50 percent off selected items with the code BFNEW.


We spotted many Strategist-favourites in the Lululemon Black Friday sale, including the align pant, which Tally Rye, personal trainer and author of Train Happy, says “are the softest pair of leggings I own — they feel like a second skin”.

Made has up to 20 percent off a range of products (and free delivery), but your best bet is to go for larger items, like sofa beds. When we researched the best sofa beds, Made was the most popular sofa-bed manufacturer among our nine experts, with its Haru sofa specifically getting two recommendations for its combination of style, size, and reasonable pricing.

The Outnet

The Outnet has an additional 25 percent off most categories (excluding “Just In”) with the code BLACKFRIDAY.


Since it launched in 2017, Sussex-based and U.K.-made bedding brand Piglet in Bed has cultivated a strong following among those in the know. You can now save 20 percent off everything on-site with the code BF20.


Get up to 20 percent off full-price items with the code SELFCCE. We spotted brands like Diptyque, Ganni and Le Creuset – all discounted.

Sweaty Betty

Sweaty Betty have 25 percent off everything on site – the discount is added at basket. We spotted these yoga pants (which author Anna Carey wears endlessly – she even wore them under a sparkly ’60s minidress to stay warm during a back-garden Zoom hangout) on sale.

Photo: Retailer
£64 at Sweaty Betty
with code: CHEERS


Uniqlo has savings on coats, cashmere – and, of course, ultra-light down jackets.

Urban Outfitters

Plenty of Gen-Z-friendly products are 50 percent off at Urban Outfitters – like some furry Ugg slides and Mario Badescu but we also spotted some more grown-up products on sale too – like a Slip pillowcase that both Kristen Bell and Kourtney Kardashian have told us they can’t live without.

The Strategist UK is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Read about who we are and what we