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Black Friday sales 2025: skills to spot the best deals

25 Nov 2025

At this time of year, many of us are having to navigate more numbers than usual. With Black Friday deals and gift-giving on many of our minds, the stress of managing money can feel overwhelming.

Photo of Martin Lewis, National Numeracy Ambassador, with the quote "“If you’re not good with numbers, it makes you more easy to be ripped off.”

Recent research from Barclays LifeSkills revealed that over a quarter (27%) of UK adults have faced financial issues or avoided financial tasks in the past year due to low confidence with numbers, while 43% of UK adults believe their finances would be stronger if they had better number skills – so, if you’re feeling the pressure, you’re definitely not alone.

But new research and tips from MoneySavingExpert.com and Martin Lewis, National Numeracy ambassador, are here to make sure we all get off to the best start when scouring the sales.

Are Black Friday prices actually cheaper than pre-Christmas sales?

MoneySavingExpert.com looked at the prices of 50 popular items from last year’s Black Friday and pre-Christmas sales. They found that the biggest discounts were available on Black Friday, with 37 of 50 items having lower prices. Martin says:

"The idea that Black Friday discounts are a complete washout is not backed up by our data – compared, that is, to other prices in the run-up to Christmas. Yet that doesn't mean it won't be cheaper at other points of the year. Ironically, the best time to do Christmas shopping (apart from for perishables) is likely to be in January.

"Most people don't do that though. So if the item you've been planning to buy has a decent discount on Black Friday, and you need it by Christmas, the chances are you should buy it. Waiting to see if it gets cheaper in the pre-Christmas sales will more often than not be fruitless."

Check out the full research here

How can you find the best deals and save the most money?

Firstly, before you spend, remember this key advice and money maths from Martin:

"If you were going to buy it anyway and it's half price, you've saved 50%. If you weren't going to buy it, but do because it's half price you've wasted 100%."

For the items we do decide to buy, Martin has these tips:

  1. Check prices now. Then, when Black Friday arrives, you’ll know if the ‘discounts’ are genuinely cheaper.
  2. If an item is on sale on Black Friday, it doesn’t mean it won’t be cheaper at other times of the year. In 2024, Which? found that, out of 227 products, nine in 10 of them were cheaper or the same price at other times of the year.
  3. If prices are the same at multiple retailers, look at other added benefits. These might include warranties, or free delivery.
  4. Take advantage of return periods. Most retailers have extended return periods over Christmas, so you could buy something in the sale and return it later if you find it’s cheaper in the pre-Christmas sales – but be sure to check return policies first.
  5. Build your number confidence. "A huge part of dealing with money is mathematical," Martin told us for National Numeracy Day. "And I would encourage you to [improve your numeracy], because people who are numerate – and also devious and have no morals – will try and rip you off! Being good with numbers and being able to work out what’s happening really will help you in your life. From the obvious going to the shops and making decisions, to calculating your finances, working out which product is good or bad…all of these things are good, and I’d really encourage you to get better at maths."

How can you feel confident that you’re making the best decisions?

"If you’re not good with numbers, it makes you more easy to be ripped off," says Martin. And we’re here to help with that. Our free and easy-to-use tool, the National Numeracy Challenge, helps you to build your number confidence, adapting to your level and allowing you to go at your own pace, whenever and wherever you like.

"If you have the opportunity to take the National Numeracy Challenge," says Martin, "then I would urge you to do so."

Give it a go

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