black friday 2021

All the Best Black Friday Deals and Sales

Photo-Illustration: The Strategist; Photos: Retailers

Black Friday has arrived, and just like in 2020 (and 2019), we’re here to help you sniff out the best deals across the internet. At the Strategist UK, we’re obsessive with our deal-hunting — we cross-check prices across retailers and compare discounts year on year — so we always know when, for example, that “best-ever price” Vitamix is actually cheaper at John Lewis.

We’re covering Black Friday sales across the site, including plenty of discounted Strategist favourites. We’ve got stories on the best beauty and skin-care deals, the best bedding and mattress deals, the best Amazon deals, and all the deals that will make great gifts.

But if you’d like a little of everything, consider this page your Black Friday HQ. It’s where we’re rounding up all the sales — and the deals on specific items — that are worth paying attention to. We’ve already found deals on travel brands like 40 percent off at Away, 50 percent off at luxury brands like Aspinal and Liberty, and eminently giftable deals on smart speakers and more from Amazon (as well as plenty more to come). We’ve listed the sales alphabetically by retailer for ease. We’ll be stock-checking this post throughout the day, but if you see something you like, don’t dillydally — and follow us on Instagram and Twitter for updates throughout the day.


There are thousands of items on sale at Amazon, but the best deals we found (unsurprisingly) are on Amazon-branded products like 40 percent off Echo Dot speakers, 25 percent off Kindles, and 50 percent off Fire tablets. We also found savings on oodles of electric toothbrushes and in-demand kids’ toys. For more Amazon savings, visit our guide to all the best Amazon deals.


We like Aspinal for its luxury leather handbags and stylish luggage tags. It’s offering up to 50 percent off its full collection, including wallets, passport covers, and leather backpacks.


When we interviewed frequent fliers about their favourite luggage, Away came out on top (in fact, an Away carry-on features in our Strategist 100). Its Black Friday sale offers up to 40 percent off selected luggage and travel accessories.

The Bigger Carry-On
From £199
From £199
The Longitude Tote


Beddable is offering up to 50 percent off selected bedding, cushions, and throws. If you’d like more bedding and mattress savings, visit our guide to all the best Black Friday bedding and mattress deals.

Beauty Bay

BeautyBay is offering up to 50 percent off across its range of skin and beauty products, with major discounts on Cerave and Zoeva. If you’d like more beauty and skincare savings, visit our guide to the best Black Friday beauty and skincare deals.

Bloom and Wild

Bloom and Wild have up to 25 percent off letterbox flowers (and letterbox Christmas trees). When we took a straw poll in the Strategist UK slack channel, Bloom and Wild came recommended by … well, all of us. Writer Chris Mandle said the letterbox flowers were his preferred option for sending flowers to his family in Cumbria, particularly to his grandma, who often has a bunch of M&S flowers in her sitting room already. If you’d like some more gift ideas, visit our guide to all the best Black Friday deals (that would make great gifts).

Bloom and Wild – The Holly
£31 at Bloom and Wild
with code: CAREWILDLY15


Boden is home to some of our favourite cashmere (one expert told us that “They do a black roll-neck jumper that has a very The Row vibe.”) You can save up to 40 percent in their Black Friday event.

Cashmere Cardigan - Mint Blue
£79 at Boden
with code: P6B3


Chilly’s water bottles are a Strategist favourite — and you can get up to 50 percent off its originals range (including bottles, coffee cups, and food storage) in the Black Friday sale.

Cult Beauty

Cult Beauty has 25 percent off absolutely everything, from Olaplex gift sets to Charlotte Tilbury’s magic night cream.


Emma has half-price deals across a range of products (at multiple retailers, like John Lewis and Amazon), but the best savings we found were on mattress bundles (exclusive to the Emma website). All orders of the Emma Original Mattress, Emma Hybrid Mattress, and Emma Accessories include a 200-night trial period, so you can claim a full refund if you’re unhappy with your purchase.


Gap have 50 percent off everything on the site (the saving is added at checkout). We’d advise you to stock up on cozy flannel PJs (for all the family).

Adult Flannel PJ Set


Glossier have 20 percent off everything on the site, including favourites like Boy Brow, Futuredew, and Lash Slick mascara.


You can get up to 30 percent off at Liberty, including Paloma wool, Girlfriend Collective, Rains and Liberty’s classic Liberty print pyjamas.

Look Fantastic

Look Fantastic have discounts of up to 50 percent across brands such as Urban Decay, Yves Saint Laurent, and Beauty Works.


Lululemon’s We Made Too Much sale has expanded for Black Friday. You can save up to 60 percent off yoga-instructor-approved leggings, spin-teacher-approved sports bras, and more. has up to 40 percent off its best sellers (and free delivery), including our favourite sofa bed.


Missoma is offering 25 percent off everything on the site. We like these cool-girl-approved earrings (which also featured in our Strategist 100), as well as the chunky chains.

The Outnet

The Outnet have an additional 25 percent off items that are (already) 70 percent off with the code BLACKFRIDAY. We spied deals on Ganni dresses, Calvin Klein underwear, and Shrimps and Charlotte Simone coats.

Charlotte Simone Faux Fur Coat
£124 at The Outnet
with code: BLACKFRIDAY
£26 at The Outnet
with code: BLACKFRIDAY

Piglet in Bed

Piglet in Bed is offering 20 percent off all its products when you add the discount code “BF20” at the checkout.

Space NK

SpaceNK has various discounts across its best sellers. Brands like Nars and Aesop are available at a 20 percent discount, with BeautyBlender and By Terry products 25 percent off.