Market statistics · Retail and consumer
As of 2026-11-01
Is Black Friday the Cheapest Time to Buy in Europe? Price History Statistics for the UK, Germany, France, Spain and Italy
Price history evidence from 3,621 popular products in 5 European markets, compared with 763 in the United States: how far prices fell on Black Friday 2025 against October in each country, and the month products hit their lowest price of the year.
- Across the 5 European markets, the median Black Friday 2025 price was 5.6% below the October median, and 17.1% of products hit their 12-month low that week.
- United Kingdom had the deepest median Black Friday drop (9%), and Italy the shallowest (4%).
- The most common month for a product's lowest price of the year in Europe was November 2025 (13.2% of products).
Questions this answers
- Is Black Friday the cheapest time to buy in the UK?
- Usually not. In the UK, the median Black Friday 2025 price was 9% below October, and 18% of the 774 products tracked hit their lowest price of the year that week. The most common month for a product's lowest price there was June 2026.
- Is Black Friday the cheapest time to buy in Germany?
- Usually not. In Germany, the median Black Friday 2025 price was 6.4% below October, and 14.8% of the 750 products tracked hit their lowest price of the year that week. The most common month for a product's lowest price there was November 2025.
- How much do prices drop on Black Friday in Europe?
- Across the 5 European markets, the median Black Friday 2025 price was 5.6% below the October median, and 17.1% of products hit their 12-month low that week.
- Which country has the biggest Black Friday discounts?
- Of the 6 countries tracked, United Kingdom had the deepest median Black Friday 2025 drop against October and Italy the shallowest: United Kingdom 9%, Germany 6.4%, France 5.3%, United States 5%, Spain 5%, Italy 4%.
- When is the cheapest month to buy electronics in Europe?
- There is no single cheapest month. Across the 5 European markets, the month in which the most products (electronics, home and kitchen appliances, and other popular goods) hit their lowest price of the year was November 2025 (13.2% of products), followed by June 2026 (11.4%). The rest of the lows were spread across the year.
Black Friday 2025 by country
| Country | Currency | Products | Median drop vs October | Black Friday was the 12-month low | Most common month of the 12-month low | Shops per product (median) |
|---|---|---|---|---|---|---|
| United States | USD | 763 | 5% | 22.5% | September 2025 | 14 |
| United Kingdom | GBP | 774 | 9% | 18% | June 2026 | 23 |
| Germany | EUR | 750 | 6.4% | 14.8% | November 2025 | 22 |
| France | EUR | 706 | 5.3% | 16.9% | November 2025 | 14 |
| Spain | EUR | 668 | 5% | 18.4% | November 2025 | 12 |
| Italy | EUR | 723 | 4% | 17.4% | September 2025 | 17 |
Black Friday 2025 by category and country
| Category | United States: drop vs October | United States: Black Friday was 12-month low | United Kingdom: drop vs October | United Kingdom: Black Friday was 12-month low | Germany: drop vs October | Germany: Black Friday was 12-month low | France: drop vs October | France: Black Friday was 12-month low | Spain: drop vs October | Spain: Black Friday was 12-month low | Italy: drop vs October | Italy: Black Friday was 12-month low |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 55 inch tv | n/a | n/a | n/a | n/a | n/a | n/a | n/a | n/a | n/a | n/a | 13.4% | 20% |
| air fryer | 19.7% | 38.5% | 11.6% | 11.8% | 12.3% | 7.1% | 15% | 8.3% | 10.6% | 7.1% | 5.2% | 0% |
| air purifier | 11.1% | 13.3% | 20.2% | 13.3% | 10.8% | 35.3% | 7.7% | 21.1% | 12.8% | 47.1% | 12% | 11.8% |
| blender | 20% | 17.6% | 2.2% | 10% | 8.9% | 15% | 10.7% | 10.5% | 5.1% | 10.5% | 6.1% | 5.3% |
| bluetooth speaker | 9.5% | 12.5% | 26.8% | 20% | 7.3% | 0% | 10.5% | 13.3% | 9.1% | 0% | 5.6% | 29.4% |
| car seat | 0% | 83.3% | 10% | 29.4% | 6.5% | 0% | 0% | 0% | 0% | 25% | 0% | 16.7% |
| chromebook | 0.3% | 40% | 13.2% | 33.3% | n/a | n/a | n/a | n/a | n/a | n/a | n/a | n/a |
| coffee maker | 0% | 20% | 0.2% | 18.8% | 9.4% | 10% | 9.9% | 15.8% | 6.9% | 5.3% | 0% | 21.4% |
| computer monitor | 7.5% | 0% | 1% | 0% | 4.7% | 25% | 0% | 0% | -0.6% | 18.2% | 8.8% | 8.3% |
| cordless vacuum | 3.4% | 15.4% | 8.8% | 27.3% | 7.7% | 7.1% | 16.1% | 38.5% | 9.5% | 25% | 6.2% | 28.6% |
| digital camera | 5.1% | 11.1% | 0% | 11.8% | 5.9% | 5.9% | 2.6% | 6.3% | 7.9% | 35.3% | 5.1% | 12.5% |
| dishwasher | 0.2% | 5.9% | 7.4% | 0% | 0% | 5.3% | 0.7% | 0% | 7.9% | 5% | 3.8% | 26.3% |
| drone | 10.6% | 7.7% | 9.4% | 0% | 12.3% | 0% | 10.6% | 0% | 9.1% | 0% | 6% | 0% |
| e-reader | 17.2% | 37.5% | 22.6% | 25% | 18.8% | 7.7% | 6.5% | 27.3% | 20.2% | 42.9% | 9% | 16.7% |
| electric scooter | 14.9% | 15.4% | 9.1% | 18.2% | 6.7% | 0% | 5.7% | 0% | 2.7% | 0% | 3.4% | 9.1% |
| electric shaver | 1.7% | 0% | 14.1% | 26.3% | 16.7% | 0% | 6% | 0% | 5% | 21.4% | 9.2% | 16.7% |
| electric toothbrush | 0.9% | 33.3% | 12% | 25% | 6.4% | 11.8% | 6.8% | 20% | 7.8% | 25% | 2.8% | 14.3% |
| espresso machine | 9.4% | 14.3% | n/a | n/a | n/a | n/a | 10.3% | 7.7% | n/a | n/a | 5% | 11.1% |
| external hard drive | 0% | 36.8% | 3% | 17.6% | 0% | 16.7% | 0.6% | 21.1% | 0% | 13.3% | 1.2% | 15.8% |
| fitness tracker | 12.5% | 45.5% | 29.6% | 22.2% | 3% | 9.1% | 8.3% | 33.3% | 2.9% | 42.9% | 1.9% | 0% |
| gaming console | 14.1% | 16.7% | 5.4% | 0% | 8.4% | 10% | 0% | 8.3% | 9.7% | 12.5% | -9.3% | 0% |
| gaming headset | 13.9% | 9.1% | 19.6% | 26.3% | 14.9% | 27.8% | 15.2% | 28.6% | 0% | 11.1% | 6.7% | 0% |
| gaming laptop | 15.2% | 28.6% | 1.4% | 0% | n/a | n/a | n/a | n/a | n/a | n/a | n/a | n/a |
| gaming mouse | 6.3% | 7.7% | 13.3% | 9.1% | 7.9% | 11.1% | 23.6% | 30.8% | 28.3% | 28.6% | 12.7% | 36.4% |
| gas grill | 0% | 23.5% | 0% | 7.7% | 0% | 0% | 0% | 13.3% | 0% | 12.5% | 0% | 0% |
| hair dryer | 0% | 20% | 15.8% | 31.3% | 9.7% | 6.7% | 3.4% | 6.7% | 5.9% | 16.7% | 5.5% | 18.8% |
| humidifier | 0% | 13.3% | 0% | 20% | 0% | 10.5% | 0% | 15% | 2.6% | 29.4% | 3.7% | 33.3% |
| laptop | n/a | n/a | 7% | 40% | n/a | n/a | n/a | n/a | n/a | n/a | n/a | n/a |
| lawn mower | 0% | 41.7% | 5.8% | 18.8% | 8.7% | 12.5% | 1.1% | 0% | 0.3% | 14.3% | 5.7% | 35.3% |
| mattress | 6.9% | 7.1% | 0% | 25% | 7.6% | 38.9% | 5% | 9.1% | n/a | n/a | 0% | 42.9% |
| mechanical keyboard | 0% | 0% | 7.6% | 12.5% | 7.8% | 12.5% | 7.8% | 22.2% | 0% | 20% | 5.6% | 33.3% |
| microwave | 7.4% | 11.1% | 8.7% | 31.3% | 2.5% | 20% | 2% | 23.5% | 5% | 5% | 6.8% | 0% |
| office chair | 0% | 26.3% | 5.4% | 0% | 8% | 20% | 0.9% | 61.5% | n/a | n/a | 7.6% | 9.1% |
| portable ssd | 0.5% | 33.3% | 4.8% | 42.9% | 0% | 13.3% | -3.4% | 0% | -2.4% | 15.4% | -4.7% | 12.5% |
| pressure cooker | 0% | 29.4% | 8.8% | 50% | 4.5% | 10.5% | 2.4% | 18.8% | 0% | 17.6% | 1.1% | 18.8% |
| pressure washer | 0% | 29.4% | 0.3% | 16.7% | -0.2% | 7.1% | 2.1% | 22.2% | 0% | 5% | 1.7% | 36.8% |
| printer | 4.9% | 28.6% | 12.9% | 12.5% | 14.1% | 25% | 8.3% | 25% | 2.9% | 11.1% | 3.8% | 10% |
| refrigerator | 0% | 23.5% | 2.5% | 6.3% | 5.6% | 26.3% | 0.7% | 17.6% | 0% | 12.5% | 0.9% | 25% |
| robot vacuum | 16.9% | 10% | 19.6% | 0% | 22.9% | 10% | 25.9% | 0% | 15.7% | 0% | 12.8% | 0% |
| security camera | 10% | 26.7% | 6.9% | 20% | 7.7% | 22.2% | 6.3% | 29.4% | 16.4% | 35.7% | 2.8% | 15.8% |
| smart speaker | 4.2% | 33.3% | n/a | n/a | 9.6% | 10% | 0% | 57.1% | 0% | 100% | 0% | 16.7% |
| smartphone | n/a | n/a | 8.3% | 0% | n/a | n/a | 8% | 0% | n/a | n/a | 11.2% | 0% |
| smartwatch | 17.5% | 22.2% | 20.5% | 0% | 6.2% | 0% | 5.5% | 0% | 9.6% | 14.3% | n/a | n/a |
| soundbar | 9.7% | 18.8% | 12.7% | 22.2% | 18.6% | 20% | 1% | 7.1% | 4.4% | 23.1% | 5.9% | 17.6% |
| space heater | 0% | 0% | 10% | 22.2% | 6.1% | 14.3% | 6.6% | 33.3% | 9.4% | 37.5% | 2.2% | 33.3% |
| stand mixer | 22.2% | 40% | 6.3% | 21.1% | 1% | 28.6% | 21.3% | 33.3% | 7.1% | 25% | 5.5% | 7.1% |
| standing desk | 0% | 52.9% | 5.4% | 10% | -9.3% | 0% | n/a | n/a | n/a | n/a | 0% | 71.4% |
| streaming device | 0% | 42.9% | 9.7% | 30% | 19.5% | 37.5% | 11.3% | 16.7% | 2.1% | 14.3% | 6.6% | 50% |
| stroller | 2% | 21.4% | 11% | 38.5% | 7.8% | 25% | 0% | 20% | 3.3% | 0% | 4.3% | 23.1% |
| tablet | 8.4% | 85.7% | 2.8% | 22.2% | 4.2% | 0% | 6.4% | 0% | 9.3% | 16.7% | 7.1% | 0% |
| toaster oven | 0% | 33.3% | 5% | 9.1% | 2.9% | 16.7% | 6.1% | 40% | 0% | 11.8% | 1.3% | 7.1% |
| treadmill | 10% | 20% | 10% | 30.8% | 4.4% | 37.5% | -2.7% | 11.1% | 6.4% | 22.2% | 0% | 13.3% |
| video doorbell | 13.7% | 28.6% | 4.7% | 25% | 12.8% | 35.7% | 9.1% | 27.3% | 2% | 0% | 0% | 30.8% |
| washing machine | 4.1% | 33.3% | 0% | 5.9% | 0.4% | 5.9% | 6% | 20% | 2% | 30% | 0.1% | 20% |
| webcam | 0% | 10% | 16% | 6.3% | 2.4% | 11.8% | 1.9% | 12.5% | 3.2% | 11.8% | 4.3% | 12.5% |
| wifi router | 10.6% | 11.1% | 7.3% | 15.8% | 7.4% | 17.6% | 0% | 11.8% | 8.2% | 12.5% | 3.9% | 7.1% |
| wireless earbuds | 7.5% | 0% | 6.3% | 0% | 14.6% | 27.3% | n/a | n/a | 6% | 20% | 10.9% | 0% |
| wireless headphones | 8.3% | 6.7% | 9.8% | 7.7% | 11.2% | 14.3% | 20% | 16.7% | 18.7% | 33.3% | 14.1% | 20% |
Month each product hit its lowest price in Europe, September 2025 to August 2026
| Month | Products | Share |
|---|---|---|
| September 2025 | 404 | 11.2% |
| October 2025 | 289 | 8% |
| November 2025 | 479 | 13.2% |
| December 2025 | 255 | 7% |
| January 2026 | 238 | 6.6% |
| February 2026 | 206 | 5.7% |
| March 2026 | 257 | 7.1% |
| April 2026 | 242 | 6.7% |
| May 2026 | 238 | 6.6% |
| June 2026 | 413 | 11.4% |
| July 2026 | 280 | 7.7% |
| August 2026 | 320 | 8.8% |
n/a: fewer than 10 records, so no figure is shown.
Method
- The lowest advertised price across the shops a major price-comparison service tracks in each country, for every day on record, for up to 20 popular products in each of 60 product types, searched in each market's own language. Collected 1 November 2026.
- Prices are in each market's currency (USD, GBP or EUR). Every figure compares a product with its own earlier price, so the percentages can be compared across countries.
- Includes marketplace sellers, so a lowest price can occasionally be a marketplace offer.
- Black Friday window: Monday 24 November to Cyber Monday 1 December 2025. October baseline: median daily lowest price in October 2025. The 12-month window is September 2025 to August 2026.
- Only products with a price on record before October 2025 are included (4,384 of 7,063 across all countries). A category is shown for a country only when at least 5 of its products qualify there.
Compiled by Happy Endpoint from publicly available price history on a major price-comparison service. Happy Endpoint is an independent data provider.
Example records
One UK product and its lowest advertised price, with the shop offering it, for each day from 1 November to 14 December 2025, as held in the full dataset.
retail-price-history example records.json
[
{
"country": "United Kingdom",
"product": {
"productId": "3397123096",
"name": "Ninja AF200UK Foodi 4 in 1 Dual Zone 7.6L Air Fryer",
"category": "air fryer",
"categoryName": "Deep fryers & Airfryers",
"currency": "GBP"
},
"daily_lowest_price_nov_to_mid_dec_2025": [
{
"day": "2025-11-01",
"shop": "Very",
"price": 129
},
{
"day": "2025-11-02",
"shop": "Very",
"price": 129
},
{
"day": "2025-11-03",
"shop": "Ao",
"price": 120
},
{
"day": "2025-11-04",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-05",
"shop": "Very",
"price": 119
},
{
"day": "2025-11-06",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-07",
"shop": "SharkNinja",
"price": 119
},
{
"day": "2025-11-08",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-09",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-10",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-11",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-12",
"shop": "Ao",
"price": 119
},
{
"day": "2025-11-13",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-14",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-15",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-16",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-17",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-18",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-19",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-20",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-21",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-22",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-23",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-24",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-25",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-26",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-27",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-28",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-29",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-11-30",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-12-01",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-12-02",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-12-03",
"shop": "Argos",
"price": 99.99
},
{
"day": "2025-12-04",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-05",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-06",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-07",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-08",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-09",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-10",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-11",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-12",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-13",
"shop": "Argos",
"price": 109.99
},
{
"day": "2025-12-14",
"shop": "Argos",
"price": 109.99
}
]
}
]The full dataset
Retail Price History
4,126,261 daily lowest prices for 7,063 products in 6 countries.
The lowest advertised price and the shop offering it for every day on record, plus the shops selling each product, for the US, UK, Germany, France, Spain and Italy. Larger product sets, other categories and other countries on request.
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