Black Friday 2026: Your Shopping Rights, Real Discounts and Safer Ways to Pay in the UK

When Black Friday 2026 is, and the rules that apply

Black Friday 2026 falls on Friday 27 November 2026, the day after US Thanksgiving on Thursday 26 November 2026. Cyber Monday 2026 falls on Monday 30 November 2026.

No UK law sets special rules for Black Friday. The Consumer Rights Act 2015 draws no distinction between full-price and reduced-price goods.

Since 6 April 2025 the Competition and Markets Authority (CMA) can enforce consumer law directly under the Digital Markets, Competition and Consumers Act 2024. The CMA can impose penalties of up to the higher of £300,000 or 10% of worldwide turnover and can order compensation for affected customers. On 18 November 2025 the CMA opened its first 8 investigations under the new powers, covering mandatory fees, time-limited sales and default opt-ins, after reviewing more than 400 businesses.

Cancelling an online order

The Consumer Contracts Regulations 2013 give a right to cancel an online or other distance contract without giving a reason. For goods, the cancellation period ends 14 days after the day the goods come into the physical possession of the shopper or a person the shopper names. Where one order arrives in several parcels on different days, the 14 days run from the day the last item arrives.

The trader must refund within 14 days of getting the goods back, or of the shopper supplying evidence of having sent them back, whichever is earlier. The refund includes the original delivery charge, up to the cost of the trader's cheapest standard delivery option. The trader may deduct for loss in value caused by handling the goods more than needed to check them.

The shopper pays the direct cost of returning goods, unless the trader agreed to pay it or did not say before the sale that the shopper would pay. There is no right to cancel for personalised or made-to-order goods, perishable goods, sealed hygiene items once unsealed, or sealed audio, video or software once unsealed.

Cancelling an online order: the rules

Situation	Rule	Law
Right to cancel	14 days, starting the day after the goods arrive	CCRs 2013, reg 30(3)
Order sent in several parcels	14 days from the day the last item arrives	reg 30(4)
Refund deadline	14 days after the trader gets the goods back or receives proof they were sent	reg 34(5)
Delivery charge	Refunded, up to the cost of the cheapest standard delivery	reg 34(2) and (3)
Return postage	Paid by the shopper, unless the trader agreed to pay or did not say so in advance	reg 35(5) and (6)
No right to cancel	Personalised or made-to-order goods, perishable goods, sealed hygiene items and sealed audio, video or software once unsealed	reg 28

Source: Consumer Contracts Regulations 2013 (legislation.gov.uk)

Faulty goods and sale items

Under the Consumer Rights Act 2015, goods must be of satisfactory quality, fit for any particular purpose made known to the trader, and as described. The short-term right to reject lasts 30 days from delivery, giving a full refund for goods that break these terms. After 30 days the remedy is repair or replacement; if that fails, a price reduction or the final right to reject.

A fault that appears within six months of delivery is taken to have existed on delivery, unless the trader shows otherwise. The quality term does not cover a defect pointed out to the shopper before the sale, or one that an examination before purchase ought to have revealed.

Sale and discounted goods carry the same rights as full-price goods.

Faulty goods: what the Consumer Rights Act 2015 gives

Time since delivery	Remedy	Section
Up to 30 days	Short-term right to reject for a full refund	s.22
After 30 days	Repair or replacement	s.23
If repair or replacement fails	Price reduction or final right to reject	s.24
Within six months	A fault is taken to have existed on delivery unless the trader shows otherwise	s.19(14) and (15)

Source: Consumer Rights Act 2015 (legislation.gov.uk)

Late and missing deliveries

Under the Consumer Rights Act 2015, unless a delivery time is agreed, the trader must deliver without undue delay and no later than 30 days after the contract is made. If delivery is late and on-time delivery was a condition of the sale, or the trader refuses to deliver, the shopper may treat the contract as ended.

Goods stay at the trader's risk until they come into the physical possession of the shopper or a person the shopper has named. Risk passes when goods are handed to a carrier only if the shopper chose that carrier and the trader did not offer it as an option.

Paying: Section 75, chargeback, buy now pay later and card fees

Under section 75 of the Consumer Credit Act 1974, a credit card provider is jointly liable with the seller for misrepresentation or breach of contract. The Financial Ombudsman Service says section 75 applies where the cash price is more than £100 and not more than £30,000, and can apply even if only part of the cost was paid by credit card. Section 75 does not apply to debit cards, charge cards, cash, cheques or bank transfers.

Chargeback is a card scheme process available on debit and credit cards. The Financial Ombudsman Service says a bank does not have to raise a chargeback and the usual time limit is around 120 days. The FCA began regulating buy now pay later, which it calls deferred payment credit, on 15 July 2026. Lenders must check affordability and give clear information on repayments and late fees.

For regulated buy now pay later agreements, customers can complain to the Financial Ombudsman Service and section 75 is available. These protections cover only agreements made from 15 July 2026, and only where the lender and the retailer are different businesses. Since 13 January 2018 a trader must not charge a consumer a fee for paying by most consumer debit or credit cards.

Protection by payment method

Payment method	Section 75	Chargeback	Financial Ombudsman
Credit card	Yes, cash price over £100 and up to £30,000	Yes, under card scheme rules	Yes
Debit card	No	Yes, under card scheme rules	Yes, about the bank's handling
Buy now pay later (regulated, from 15 July 2026)	Yes, where the lender and retailer are different businesses	Depends on how it is paid	Yes
Bank transfer	No	No	About the bank's handling only

Source: Financial Ombudsman Service; FCA; Consumer Credit Act 1974 s.75

Was prices, countdown timers and fake reviews

The Digital Markets, Competition and Consumers Act 2024 bans falsely claiming that a product will only be available for a limited time to force a quick decision. The same Act bans fake consumer reviews and hiding that reviews were incentivised. Under the Price Marking Order 2004, traders must show the selling price, and the unit price for goods sold by quantity. The total price shown has to include mandatory fees, taxes and charges.

CMA guidance says a countdown timer that restarts when the offer does not end is a breach of consumer law. The CMA's open letter of 29 March 2023 says a higher comparison price must be a genuine and realistic selling price. The letter gives examples of misleading was prices: the product sold in few numbers at the higher price, the price flip-flopped, or the higher price was charged only briefly. The ASA expects a retailer to prove that a was price was the product's usual selling price.

CMA guidance says a stock pop-up such as "sold 10 in the last 5 mins" can mislead even if literally true where stock is plentiful. In CMA v Emma Matratzen, judgment on 30 July 2026, the High Court found some reference price breaches, including a struck-through price that had never been charged.

Sales tactics and the rules that apply

Tactic	Rule	Source
Countdown timer that restarts	A breach of consumer law in CMA guidance	CMA207
False claim that an offer is for a limited time	Banned outright	DMCC Act 2024, Sch 20 para 7
Was price that was rarely or never charged	Misleading; the higher price has to be genuine and realistic	CMA open letter; ASA
Fake or hidden incentivised reviews	Banned outright	DMCC Act 2024, Sch 20 para 13
Mandatory fees added at checkout (drip pricing)	The total price, including mandatory fees, has to be shown	DMCC Act 2024 s.230; CMA207
Fee for paying by card	Banned for most consumer debit and credit cards since 13 January 2018	SI 2012/3110 reg 6A

Source: CMA, legislation.gov.uk and ASA

Shopping scams and where to report them

Figures released on 18 November 2024 by the National Cyber Security Centre and Action Fraud showed that shoppers lost over £11.5 million to online shopping fraud between November 2023 and January 2024. That was an average of £695 per victim, up from £10.6 million the year before, from more than 16,000 reports.

The official advice is to turn on two-step verification, use three random words for passwords, check sellers through reviews on trusted sites and treat time pressure as a warning sign. The NCSC advises avoiding bank transfers and paying by credit card where possible.

Report Fraud replaced Action Fraud as the national fraud reporting service on 4 December 2025. Suspicious emails can be forwarded to report@phishing.gov.uk and suspicious texts to 7726.

Where to report a shopping scam in the UK

Situation	Route
Money lost to fraud	Report Fraud (replaced Action Fraud on 4 December 2025): reportfraud.police.uk or 0300 123 2040
Suspicious email	Forward to report@phishing.gov.uk
Suspicious text message	Forward free to 7726
Paid by card	Contact the card provider about a chargeback or a section 75 claim

Source: GOV.UK; NCSC

Frequently asked questions

When is Black Friday 2026 in the UK?

Black Friday 2026 falls on Friday 27 November 2026, the day after US Thanksgiving on 26 November. Cyber Monday follows on Monday 30 November 2026.

Can I return a Black Friday item bought online?

Yes, for most goods. The Consumer Contracts Regulations 2013 give 14 days to cancel after delivery, with the refund due within 14 days of the return. Personalised, perishable and unsealed hygiene items are excluded, and the shopper usually pays return postage.

Do I have the same rights on sale items?

Yes. The Consumer Rights Act 2015 draws no distinction between full-price and reduced-price goods. Faulty goods can be rejected within 30 days, except for faults pointed out before the sale.

Does Section 75 cover Black Friday purchases?

Section 75 covers credit card purchases with a cash price over £100 and up to £30,000. It does not cover debit cards. Regulated buy now pay later agreements made from 15 July 2026 also carry section 75 where the lender and retailer are different businesses.

Is a Black Friday was price always genuine?

Not always. The CMA says a higher comparison price must be genuine and realistic, and the ASA expects retailers to prove a was price was the usual selling price. Since 6 April 2025 the CMA can fine firms up to 10% of worldwide turnover.