How big will Black Friday 2019 be? The predictions for the biggest sale of the year

In just over three weeks Black Friday 2019 will be here along with all the sales madness that goes with it. We use our retailer intel to predict what the big sellers will be this year and share some early deals

Black Friday Real Homes real deals lead
(Image credit: Very/Littlewoods/Harvey Norman/George at Home/Amazon)

Waiting for the Black Friday 2019 sales to buy something for your home? You might be wondering how big the discounts will be, whether you should just buy now and what the benefits of waiting are.

Originally an American phenomenon, Black Friday has been getting steadily bigger in the UK over the last few years, with 2017 the largest on record in terms of the number of people shopping online and 2018 just marginally behind. So, if you want to know how big Black Friday 2019 will be, we have sifted through analysis from past years, and looked at what has happened so far this year to come up with some predictions.

Read on to find out whether Black Friday 2019 could be the biggest to date, and to see some early deals that our favourite retailers have already released.

How big have previous Black Friday events been?

As mentioned before, Black Friday 2017 saw the highest number of online shoppers, closely followed by 2018 which saw 194 million online retail visits, as recorded by web analyst Hitwise. This was a trend of 3% down year on year, but was partly down to sales landing earlier and shopping activity shifting to earlier in the week.

And, if you are wondering whether to hold out for Boxing Day sales, be warned that retailers are well-informed to put their all into Black Friday instead. According to the British Retail Consortium in 2017 Black Friday searches overtook Boxing Day in a trend that persisted in 2018.

Helen Dickinson OBE, Chief Executive or the British Retail Consortium noted at the beginning of 2018, 'Interestingly, as retailers have spread out their Black Friday promotions, the popular shopping week overtook Boxing Day last year on Google search volumes, as consumers took more time to research deals.'

Which retailers release the biggest deals online on Black Friday?

The online competition for Black Friday has increased year-on-year as more people seek to avoid the chaos on the high streets. As expected, the largest online retailers get the largest slice of the pie, with 26% of all Black Friday shoppers going to Amazon in 2018. While 2017 was the biggest year across all sites, Amazon saw a 3% increase in sales year-on-year in 2018.

Of course, competitors flock to match the might of Amazon. In 2018, eBay, Argos and then John Lewis were the next biggest brands in terms of traffic and sales according to Hitwise. As such, pricing becomes incredibly competitive, especially around tech, media and other products that Amazon is well known for. Last year, most retailers had at least a 20% discount on their product range, with higher discounts on certain departments. 

Online mattress brands including Simba and Casper reduced their mattresses by 20%, with John Lewis matching them with a 20% discount on their mattress ranges. 

Some of the biggest discounts were definitely on furniture with 70% off at Swoon, 50% off at Oak Furnitureland and Debenhams ran a half price furniture sale, with an extra 10% off selected lines. Wayfair boasted up to 70% off everything too so if you were after homewares and furniture, you were guaranteed a good deal.

One thing Amazon is not that well known for selling is large appliances and last year AO.com, Appliances Direct, Very and John Lewis had the opportunity to own this field. All were offering at least 30% off fridge-freezers and washing machines. 

What were people buying on Black Friday in 2018?

Department stores had the most visits (79.3 million) during Black Friday and Cyber Week, but this was spread across a number of product areas. Clothing was the biggest online retail vertical in 2018 with 37.9 million visits to clothing pages on Black Friday and Cyber Week. 

On Amazon, top sellers included memory cards, Echo Dots and Fire TV Sticks. Amazon offer massive discounts on their own devices – including the Alexa family – and often bundle them with compatible products including Ring video doorbells, smart plugs and smart lighting devices.

Hitwise Amazon Black Friday 2018 sales

(Image credit: Hitwise)

Grocery and alcohol was the retail vertical with the most growth in 2018 – some of this can be attributed to Amazon who have been expanding their grocery offering in recent years (as confirmed by the number of bottles of Jack Daniels they sold).

According to Hitwise, House & Garden was the second fastest-growing Black Friday retail category in the UK in 2018, increasing 8% as stores clocked up an impressive 11.7 million visits from Monday 19 to Sunday 26 November 2018.

What will be the biggest sellers on Black Friday 2019?

If this year follows the trends of last year, we expect more deals on products for the house and garden. Electronics are also a big seller so we can be pretty certain that home appliance sales with be plentiful. 

Black Friday has always been an opportunity to buy Christmas gifts, too. Toys, health and beauty products, and small electricals are all popular presents so retailers will cash in on this. However, with less than a month between Black Friday and Christmas, shoppers should keep an eye on predicted delivery dates.

Televisions and tech are always heavily discounted as many electronics manufacturers release new models around this time of year and look to sell off old stock.

According to the analysts at PwC people under 45 are the most likely to be interested in Black Friday and Cyber Monday, with 30% of people aged 25 to 34 surveyed before Black Friday last year intending to buy something. What is sold will very much be aimed at this demographic so we are expecting smart home tech, fashion and sport and fitness sectors to thrive.

Price Waterhouse Cooper consumer suvery October 2018

(Image credit: PwC)

What Black Friday deals are already live?

To compensate for a later Black Friday, many retailers have moved their sale window forward with pre-deals now live. Others such as TK Maxx, are doing a whole month of sales.

We are keeping up to date on the Amazon deals as they drop, but will also be following brands who are better known for appliances and homewares, including John Lewis, Argos, Wayfair and Dunelm. See the best live deals below.

Eve Mattress | Early Black Friday sale: 20% off and FREE sloth toy
This Eve mattress deal gives customers a hefty 20 per cent off a new mattress or bed frame if it's over £400. The Eve mattress, in our opinion, is the best mattress for back sleepers. Even better now there's money off and a freebie thrown in. How to claim? Sign up for their mailing list at the bottom of their website. Deal ends: 22nd November.View Deal

Sony BRAVIA KD49XG7073 49in Smart TV | Was £899 now £529 at Appliances Direct
49 inches is a great size for a TV that's being displayed in a living room or a games room. This one in particular is 4k, Ultra HD and HDR, and it features smart capabilities. We also love that it has Freeview built-in for those who don't want to subscribe to a media service provider such as Netflix.
View Deal

John Lewis & Partners JLWD1614 Freestanding Washer Dryer | Was £679 now £579

Save £100 on a new washer dryer in the John Lewis sale. It's got a generous 8kg wet load capacity and 4kg dry load. The 1600 rpm spin speed makes for quick drying too and the 180-degree opening makes it really easy for loading and unloading. 


Bosch Tassimo My Way TAS6002GB | Was £140 now £69.99 at Currys
This Bosch coffee machine can be personalised to suit your coffee drinking needs. It’s compatible with over 40 different brands of coffee so you can drink whatever you like; you can also set the strength, intensity and drink size to suit you. The machine has an auto-clean function that activates after each drink has been made to prevent mixing flavours, and it’s compact so won’t take up loads of valuable worktop space in the kitchen.View Deal

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