Black Friday has changed a lot over the years. It’s no longer just a chaotic one-day sale — it’s become one of the biggest opportunities in the UK eCommerce calendar. It’s the point where shoppers shift from browsing to actually buying, when gift lists start forming, and when even the most cautious customers hold out for the right deal. For eCommerce brands, it can be a huge moment for growth — but only if you understand what shoppers want, what’s already gaining traction across platforms like Amazon and TikTok, and how prepared your fulfilment is for the surge.
In this guide, I’ve pulled together reliable UK data, what shoppers actually did last year, and the trends shaping 2025 so you can make smarter decisions for Black Friday. You’ll notice references to products that perform well on Amazon or trend on TikTok — that’s because those same items often become Black Friday favourites too. Everything here is grounded in real, up-to-date information, not guesswork.
Table of Contents
Why Black Friday Still Matters in the UK
Despite economic pressure, Black Friday remains one of the strongest shopping periods in the UK.
Here’s what happened in 2024:
– Britons spent £3.63 billion online during Black Friday–Cyber Monday 2024, according to Adobe Analytics.
Shopify merchants generated $11.5 billion GMV during Black Friday/Cyber Monday 2024, up 24% year-on-year.
What’s interesting is how UK customers shop:
They want genuine discounts, not inflated RRPs
They prioritise fast delivery, especially for gifts
They buy from brands they already recognise or trust
They often respond to what’s been trending online for weeks beforehand
That last point is important: products that perform consistently throughout the year — especially those dominating Amazon’s charts or going viral on TikTok — tend to accelerate during Black Friday. Shoppers have seen them, considered them, and simply wait for the right price.
What Actually Sells on Black Friday in the UK?
These are the categories where UK shoppers consistently spend their money — supported by real 2024 performance and emerging signals for 2025.
1. Electronics & Smart Tech
Tech has dominated Black Friday for over a decade, and nothing suggests that will change in 2025. Many of these items already appear in the best-selling products on Amazon UK, so it’s no surprise they surge even higher when Black Friday discounts land:
Top performers included:
Apple AirPods & AirPods Pro — always in Amazon UK’s top 10 during November
Amazon Fire TV Stick 4K — one of Amazon’s longest-running Black Friday best-sellers
Ring & Blink home security devices — huge trust from Prime promotions
Nintendo Switch bundles — a consistent Christmas favourite
Sony & Bose headphones — high-ticket gifts shoppers wait to purchase discounted
These aren’t new trends — they’re repeat behaviours. Shoppers already recognise these products; the discount is simply the green light.
Tech will remain the #1 Black Friday category in 2025 because it sits at the intersection of trust, utility and gifting.
2. Home, Kitchen & Small Appliances
This category exploded in 2024, driven by colder weather, TikTok clean-and-organise trends and the growing desire for efficient, time-saving appliances.
Strong Black Friday performers included:
Ninja Dual Zone Air Fryer — consistently one of Amazon’s top appliances
Heated throws & electric blankets — hugely popular during UK cold spells
Shark & Dyson vacuums — big-ticket purchases shoppers wait to buy on sale
De’Longhi coffee machines — a gift and self-treat category winner
Steam mops & carpet cleaners — regularly pushed by TikTok cleaning influencers
3. Beauty, Skincare & Beauty Tech
Beauty is one of the fastest-growing Black Friday categories, fuelled by social trends, influencer recommendations and the rise of TikTok Shop.
Best performers from 2024:
Retinol serums & skincare bundles
Hair dryers and styling tools (including Dyson-style alternatives)
LED face masks — already trending heavily on TikTok
Beauty advent calendars — consistently sell out before December
Beauty is particularly powerful because:
– it’s highly giftable,
– it’s easy to demonstrate online, and
– discounts genuinely influence buying decisions.
A large portion of beauty items that take off on Black Friday are already trending products on TikTok, especially anything with strong before-and-after demonstrations.
4. Fashion, Footwear & Activewear
Fashion behaves differently from tech or home categories — it’s more emotional, seasonal and trend-led, which is why it performs so strongly in November. Shoppers use Black Friday to refresh wardrobes for winter, buy gifts and prepare for festive events.
In 2024, retailers like ASOS, JD Sports and Next reported strong performance, with clear favourites emerging. Oversized winter coats, padded jackets and neutral-coloured outerwear were among the best-sellers. Branded trainers — especially Nike, Adidas and New Balance — remained consistently dominant on Amazon UK’s fashion charts.
Loungewear and cosy sets also saw a surge, driven by TikTok’s “winter reset” and “cosy season” content. Activewear benefited from early-January motivation, as shoppers prepared for fitness routines.
Fashion succeeds during Black Friday because it combines seasonality, gifting and online influence — and because fast delivery and easy returns remove risk for customers making size-based purchases.
5. Toys, Games & Kids’ Gifts
With Christmas approaching, this category spikes dramatically every year.
Best performers from 2024:
LEGO sets — consistently in Amazon’s top 10 toys
Squishmallows — TikTok-fuelled gift favourite
TikTok continues to influence this category too — especially with collectible toys and stocking filler ideas.
Emerging UK Trends for Black Friday 2025
Emerging trends are where the biggest opportunities sit for UK eCommerce sellers — because they reveal how shoppers are shifting long before brands adjust their strategies. These insights aren’t speculation; they’re based on real data from UK retail reports, consumer behaviour studies, and Black Friday performance across 2023–2024.
Understanding these trends helps you decide not only what to sell, but how to position your products for maximum conversion during peak season.
1. Social Commerce Influence (Beyond a Single Platform)
Social commerce has become a defining feature of UK retail, with shoppers relying heavily on video-led content to decide what to buy. This goes far beyond TikTok — Instagram Reels, YouTube Shorts, creators’ websites, and influencer newsletters all now play a major role.
Multiple studies show that UK consumers increasingly move from product discovery → trust building → purchase within the same channel, especially when content includes demonstrations, comparisons, or gift recommendations.
Notably, TikTok Shop reported a 179% increase in Black Friday revenue in the UK year-on-year and a 131% rise in active shoppers, reflecting a much broader shift toward socially driven purchasing rather than a single-platform phenomenon.
Creators drive real Black Friday behaviour by:
– highlighting genuine discounts
– showcasing what’s worth buying vs skipping
– curating lists like “10 useful gifts under £20”
– demonstrating products in real-life settings
– explaining why certain items make great gifts
By the time Black Friday arrives, shoppers already know the products they’re interested in — they’re simply waiting for fast delivery and the right price.
2. The Rise of “Affordable Luxury” (£30–£150)
The UK economy continues to shape how people define value. With many households becoming more selective with spending, the mid‑tier price point has become the sweet spot for Black Friday purchases.
Retailers like Selfridges, John Lewis, Boots and Cult Beauty all reported strong demand for:
– fragrance gift sets
– premium skincare bundles
– jewellery and accessories
– home and kitchen gadgets
– small smart devices
Independent research backs this too: UK gifting reports show that consumers now prefer high‑quality items at accessible prices, especially when they come as curated sets.
This “affordable luxury” trend is expected to grow into 2025 because it satisfies both emotional and practical buying motivations — shoppers want quality without overspending.
3. Bundles Becoming the Black Friday Norm
Bundles are no longer simply a marketing trick — they’ve become a core expectation. Whether it’s beauty, home, toys, or wellbeing products, shoppers actively look for multi-item offers because they feel more valuable and more thoughtful as gifts.
Bundles work so effectively because they:
– increase average order value
reduce fulfilment costs per order
– allow brands to offer value without deep individual discounts
help customers feel like they’re purchasing a “complete solution”
UK publishers covering Black Friday consistently highlight bundles as some of the strongest-performing deals across multiple sectors. They also fill a psychological gap: shoppers want to feel like they secured something better than they could get at any other time of year.
4. Wellness, Nutrition & Fitness Rising
Wellness is no longer a January-only category. UK buying behaviour shows that demand for health‑oriented products rises steadily through November — fuelled by gift buying, winter routines, and preparation for the new year.
Top-performing products include:
– recovery devices (massage guns, heat therapy tools)
– blenders, juicers and smoothie makers
– at-home fitness equipment
– supplements and vitamin packs
– sleep and relaxation aids (weighted blankets, sunrise alarm clocks)
UK media and retail reports point to wellness products consistently ranking among the most purchased Black Friday items, especially when positioned as “self-gifting” or “winter reset” essentials.
5. Sustainability Becoming a Tie-Breaker
Sustainability isn’t usually the main reason someone buys during Black Friday — but it is becoming a major deciding factor when products are similarly priced. A 2024 festive consumer study found that 85% of UK shoppers plan to make at least one environmentally conscious choice over Christmas, and another survey shows 80% prefer brands with clear sustainability practices.
Shoppers are especially drawn to:
– reusable or durable products
– eco-friendly cleaning and home essentials
– natural beauty and skincare
– recyclable or low-waste packaging
– ethical gifting options
The takeaway for brands is simple: you don’t need to be perfect, but you do need to communicate your sustainability efforts clearly. During Black Friday, that added trust can be the difference between winning or losing a sale.
Why Fulfilment Makes or Breaks Black Friday
Black Friday failures rarely come from poor marketing — they come from operational issues.
Why fulfilment matters:
Delivery speed impacts conversion
Courier capacity is strained during peak
Stock inaccuracies lead to overselling
Returns increase sharply in December
If fulfilment collapses, customer trust collapses with it.
How PackPro Supports Black Friday Success
At PackPro, we help brands scale confidently during peak season. We:
– receive pallets directly from your manufacturer,
– store stock safely in our Essex fulfilment centre,
– integrate with Shopify, TikTok Shop and Amazon,
– pick and pack quickly with same-day dispatch,
– offer multiple courier options to avoid delays,
– and handle returns in-house.
Our setup removes the operational pressure so you can focus on sales and strategy.
Final Thoughts
Black Friday remains one of the biggest opportunities for UK eCommerce sellers. By understanding real shopper behaviour, watching early trends across Amazon and TikTok, choosing products wisely and preparing your fulfilment in advance, you set yourself up for your strongest Q4 yet.
If you’d like help preparing your Black Friday fulfilment, PackPro can guide you through exactly what your setup would look like.
FAQs — Black Friday Trends 2025
What sells best on Black Friday in the UK?
The strongest-selling categories include electronics (like AirPods and Fire TV sticks), home appliances, beauty products, fashion, and toys. These categories consistently rank highest across Amazon UK, major retailers, and social-driven trends.
Do UK shoppers still care about Black Friday?
Yes — online spending for Black Friday–Cyber Monday 2024 reached £3.63bn in the UK. Consumers plan ahead, compare deals, and wait specifically for Black Friday discounts.stock via freight or ship finished goods directly from their manufacturer to the UK warehouse. PackPro can receive, book-in, and store your stock ready for orders.
Why do TikTok and Amazon trends matter for Black Friday?
Products that trend earlier in the year gain visibility and social proof. When Black Friday arrives, shoppers already recognise these items and are more willing to purchase them at a discount.
What is the “affordable luxury” trend?
Items priced between £30–£150 — like skincare sets, fragrances, gadgets and premium home products — now dominate Black Friday because they feel premium but still accessible.
Why are bundles so effective during Black Friday?
Bundles increase perceived value, encourage gifting, raise average order value, and help brands offer strong deals without slashing margins too deeply.
How important is fulfilment during Black Friday?
Fulfilment is one of the biggest factors in conversion. Fast delivery, accurate stock levels and reliable couriers directly influence how many customers complete checkout — and whether they come back.
Can PackPro support fast Black Friday fulfilment?
Yes — PackPro offers same-day dispatch, integrations with Shopify, TikTok Shop and Amazon, multiple courier options, and in-house returns processing. We’re equipped to support high-volume Q4 periods.
When should brands start preparing for Black Friday?
Ideally from late summer to early autumn. This ensures stock is in the UK, listings are optimised, bundles are built, and fulfilment is ready for peak demand.